In 2017, you can’t have a B2C marketing strategy without a marketing technology strategy. And, to be frank, CMOs are hard-pressed to keep up with the demands of their high-tech, high-touch customers: Demands for individually-relevant personalization. Seamless cross-channel experiences. The internet of things. Just to name a few. To deliver on these demands, brands need …
Over the past decade or two, CMOs have acquired numerous pieces of technology to support various marketing functions: display advertising, loyalty program, website, customer journey insights, ROI analytics, customer support and so on. What’s often lacking, though, is a strong, continuous connection between all of these pieces. There’s a particularly big gap between the marketing …
At the most basic level, a customer identity solution can be likened to having a dial tone on your phone. If you don’t have a dial tone, a connection into the telephone network, you can’t even begin to call a specific person you want to talk to. You’re shut out. Likewise, if you don’t have …
The phrase “a seamless, highly-engaging customer experience” is both a dream and a nightmare for today’s B2C marketers. It’s a dream because highly engaged, loyal customers are the high-octane fuel needed to power brand growth. In fact, fully engaged customers are, on average, 52% more valuable than those who are just highly satisfied. To achieve …