6Rachel Serpa wrote on Gigya’s blog that “2014 is poised to present even greater changes, challenges and opportunities for marketers” emphasizing that marketers must continue to optimize their strategies to connect with customers on deeper, more personal levels, especially since user data gets bigger and the variety of consumer touch points grows wider. Her predictions that she believe will shape the way marketers connect with consumers this year are the following:

Social login distribution will grow: While Facebook still maintains social login leadership, Google+ made significant strides as an identity provider in 2014, a trend, Gigya predictswill continue this year. Amazon’s“Login and Pay with Amazon”offering will reserve the eCommerce giant a top spot in the social identity providers list. And with mobile usage continuing to surpass desktop, social logins are in general expected to grow as users choose to more easily verify their identities across mobile devices with touch versus text.

Omni-channel experiences will reign supreme: Since the rise of mobile and social technologies has given way to more potential touch points for brands to reach and connect with consumers than ever before. Therefore, Gigya believes 2014 to be the year that marketers will be forced to develop and execute solid omni-channel strategies to create consistent, cohesive cross-channel experiences, or face the consequences.

Social login data will overtake cookie data: “In justone minute, 2 million Google searches are conducted, Apple receives 47,000 app downloads, and over 100,000 tweets are sent”, Gigya states. And since traditional cookies cannot effectively track and aggregate these petabytes of user data across devices and mediums logged-in user data is the only way for marketers to tie all cross-channel user activity to a single identity that can turn anonymous users into known customers. Therefore, Gigyaforesee social login data becoming the new standard for consumer insights, with successful marketers making the transition from cookie retargeting to fostering authentic consumer relationships.

Marketers will take data into their own hands:Gigya expects a rise in data-driven marketers who take charge by trading in restrictive IT infrastructure for flexible, centralizedcloud storage databases, in 2014. These databases integrate with user-friendly dashboards and third-party platforms to empower marketers to quickly access insights and adapt messaging to consumers’ real-time wants and needs.

Consumers will demand greater privacy control:Last but not least, Gigyapredicts a crack-down on user privacy this year as consumers become more knowledgeable about privacy settings and data storage. Marketers that don’t request permission-based access to user information and provide a clear description of how this information will be used will lose touch with consumers. (Source:Gigya blog)