2014: the year of the marketing cloud, video and mobile—but not downloads
At this time of the year, we all spend some time looking ahead to the new year and attempt to predict the tech trends that are likely to emerge. Here are my predictions:
· 2014 will be the year of the marketing cloud. Gartner predicts that by 2017 the CMO will spend more on IT than the CIO. As marketing shifts focus from the more touchy-feely aspects of the art to a data-driven science, the demand for tools and automation that track, measure, report and analyze the success of campaigns is going to continue to accelerate demand for SaaS automation products. ON24 integrations with a dozen cloud marketing and CRM automation systems will be key for us. On the list for inclusion are: Salesforce, Eloqua, Marketo, Exact Target, Silverpop, Microsoft CRM, NetSuite, Hubspot, ActOn, Pardot and SugarCRM.
· 2014 will also be the year of online HD video. Creation of high-quality Interactive live and on-demand video and content, published to YouTube and other syndication outlets and available on various mobile devices, will continue to be a priority. ON24 will be announcing a broadcast video addition to its flagship Elite product line in early 2014, with a focus throughout the year on improving media quality.
· 2014 will see a start of the move away from native apps for everything. Having an app for the most mundane functions leads to hundreds of hard-to-find apps on a smartphone or tablet – making it very difficult to get to what you need. While there is definitely a place for native apps (when using the native capabilities of the device like its camera or GPS, for example), it is overkill to design brochure-ware as a native app, which is the direction many companies have been heading. ON24 has taken the lead in HTML5-based webcasting consoles to eliminate the barrier of downloading yet another app from millions of attendees, in an attempt to streamline and simplify the audience interactions while embracing web standards.
· 2014 will be all about mobile, but mobile will be integrated into business as usual. In other words, mobile has become just a part of how we live our lives, not something apart from what we do as business users. Today’s business user demands access from any device, anytime, anywhere. ON24’s recent successes and support for live and archived webcasts on Google Glass show how we continue to build on and extend our technology lead for a wide variety of mobile devices.
Do you agree? Disagree? Let us know what you think.
By Jayesh Sahasi. As Chief Product Officer and CTO, Jayesh is responsible for ON24’s overarching product vision, strategy, usability and design. He also manages the development and execution of the product roadmap and supervises the Engineering organization. Connect with Jayesh: LinkedIn | Twitter