The more marketers handle data, the more they need the right technology to ensure that they’re handling it well. Not only do they need to comply with government and industry regulations, they have to actually get value out of it.
How those goals are accomplished is starting to become more and more industry specific. When finance brands collect and use customer data, they need layers of encryption across their organization. Healthcare brands need to adhere to special privacy requirements. Retail brands have loyalty programs and partnerships with many other companies, with very high transaction rates, requiring near-real-time data management.
Not every technology can support these highly specific use cases today – and it’s just going to get worse. I predict that we are on the brink of a new tech explosion, one where industry specialists start to pull customers away from generalist solutions.
Here’s how it will play out: