The new year begins well-intentioned on the marketing front. Marketing plans, heavily crafted and finessed in 2014, begin to be implemented - only to discover that the landscape has shifted, making said plan obsolete. Cross-channel marketers at Signal have put their marketing tools to the grindstone of reality, with the result being some of the most important digital marketing trends of the year. From beacons to data cooperatives that allow a consistent higher-level understanding of the customers, these trends continue to push marketers to become technologists. Rather than simply creating strategies to leverage other people's platforms, the successful marketer must become a voice for marketing technology organisation-wide.

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