Customer experience is marketing. And now, more than ever, marketing is all about customer experience. Your customers are demanding bespoke, digital-first engagement with brands. And the same old marketing technology can’t deliver them.
With digital transformation turbocharged over the last year, customers expect a highly-personalized experience from brands. So as marketers, you must move beyond collecting data and building profiles.
Your martech stack is critical to understanding how and where you’re collecting data and where that data goes. Although putting together the right stack can be challenging, marketers and business leaders need to be purposeful about executing marketing programs.
The backbone of every successful and meaningful customer experience is an innovative and comprehensive first-party customer data strategy. First, you need an intelligent customer data platform (CDP) that analyzes first-party data, accurately predicts customer behavior, and delivers personalized marketing at scale in real-time, to maximize customer engagement and lifetime value.
In addition to a CDP, embrace some modern execution tools like CX-oriented solutions. Consider looking at headless CMS that allows for more variables to be inputted to create customization easily. Finally, several effective email marketing tools allow for the same adaptation based on AI and machine learning recommendations. The future is incredibly promising for marketers.
To learn more about where and how to get started, join Jascha Kaykas-Wolff, President at Lytics, in his informative MarTech session. Once you attend, you will understand why CX is driving marketing for the foreseeable future. You’ll also be able to:
- Prepare for the transition away from third-party to first-party customer data.
- Identify the key components of a true CDP: a data warehouse, a data pipeline, and a decision engine.
- Align the components of your martech stack with your business goals.
Register and attend the session here. You’ll better understand how strategically collect data and apply that data into your martech channels to further deepen your customer relationships.
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Source: IAB