"Marketers should not only analyze the existing situation and take actions accordingly, but also predict the future and act accordingly."

1. Predictive Marketing Is The Future
Published By Masoud Banbersta on Marketingfacts

2. Predictive Marketing
Marketers should not only analyze the existing
situation and take actions accordingly, but also
predict the future and act accordingly.

3. Predictive Marketing
Predictive
Value Creation
Predictive
Value
Communication
Predictive
Value Delivery
The entire marketing process needs to be soaked with
prediction…

4. Predictive Value Creation
Innovative companies that enjoy competitive advantage, try to create
value by predicting the latent needs of their target audience (market).
They satisfy their target audience by providing them with solutions
(through products/services). In the same manner, Steve Jobs created a
visionary brand for Apple by creating the multi-touch interface, but
nowadays it is for marketers and businesses not sufficient to only
predict the value. The entire marketing process needs to be soaked
with prediction, including the other two pillars: value communication
and value delivery (processes).

5. Predictive Value Communication
In marketing communication, (marketers) try to convince the target
audience to adopt a particular product or service. However, how do we
know that the target audience is relevant and will accept our message?
How can we create more effective marketing campaigns?

6. Predictive Value Communication
The answer lies in the use of predictive analytics, which can be built on the existing
data to make a prediction about the behavior of consumers in the future. Besides, the
application of the real-time communication via smartphones is increasing. According
to research by mobile network vendor Ericsson in 2019 there will be 9.4 billion mobile
subscriptions worldwide, from which 5.6 billion will own a smartphone. The expansive
usage of smart phones have created a tremendous amount of real-time information
for marketers about their target audience. Such as: what they buy, when they buy and
where they are. A customer who is in a shop can be provided with a personalized
message about promotions or the latest collections. The giant online ticket retailer,
StubHub, is a good example: they provide the customers who might be interested in
those offers based on data analysis. StubHub could go even further by applying
predictive communication using the location based analytics.

7. Predictive Value Delivery
After the value is created and communicated to the target audience, it must be
delivered. Amazon, for example, seems to apply the predictive value delivery by
starting the packaging process before the items are ordered (preparing packages and
sending them to the suppliers). This lowers the delivery time for the customer (Value
for customer) and creates efficiency advantage for Amazon (Cost efficiency). And
Starbucks uses the location analytics to predict where the best location is to open a
new store. This creates directly a competitive advantage for them. Google is another
successful example. It predicts not only the value for the users by (innovative)
products (such as Gmail functionality, Google, driverless car, Google Glass), but it also
predicts the value delivery. This is known to anyone ever looked up something on
Google: you type the first words of a question or subject and Google provides you
with suggestions which is built on predictive algorithms.