In a world of perpetual innovations in technology, brands are continually stuck between slowing down and reinventing the wheel of martech which keeps them going, and staying put with delays in data activation. But they donít have to settle for either of these approaches.
Now is the time for enterprises to reclaim their brandís independence in agility, innovation and customer obsession, removing all traces of vendor lock-in, slow-down or strategic compromise with a comprehensive, centralized approach to marketing technology which goes beyond DMP: Intelligent Orchestration.
In the beginning, the marketing landscape was easier to navigate, with just a few select channels to reach your customers through. However, as it constantly evolves, this landscape is quickly becoming a fragmented world. In the frantic scramble to become king of the hill, marketers grab hold of as many channels as they can, but often without an overall strategy to pull together one uniform message. The result? They spread themselves thinly across multiple channels, which results in shattered messaging.
Digital technologies and increasing customer engagement point traditional financial institutions towards a wonderful new world of an enhanced customer experience. Herded by a wave of regulatory Ďenablersí - through the yin-yang regulations in the form of the GDPR and PSD2 - the industry landscape is ripe for transformation for those willing and able to embrace this new world: connected customer ecosystems beyond their own institutional walls. In doing this, this creates more comprehensive customer journeys - and ultimately, better quality customer experiences.
The findings of this report provide a fascinating insight into the repercussions of the changing relationship between consumers and banks. Whereas the majority of people were once unwaveringly loyal to their banking provider of choice, they now take advantage of the latest technologies to proactively seek the best deals available and switch providers without thinking twice.
As humans, we are driven to find ways of making an increasingly
complex world simpler. For both customer and marketing leaders -
technology helps us to do that. For marketers particularly in Financial
Services, the focus shifts from a supply-led, to a demand-led
economy; the trust economy, where customer demands continue to
diversify and the fastest to deliver value wins.
Traditional organizations across the globe are transforming to compete against digital-only players, in restructuring to put the customer first. The worldís buying behavior - and peopleís behavior in relation to technology - is quickly changing in connection with online distribution channels, smart devices, and their interplay with offline touchpoints. Siloed business systems and their old reporting lines need to shift, and synchronize - fast.
Wholly relevant and personalized customer service is no longer an optional preference, so much as an inevitable reality. Through the right data management technology, marketers can pave the way for their customers to reach the right ticket for their chosen journey, through the channels they prefer, in a way which means something to them in that particular moment.
Airlines donít have to make use of beacon technology and IoT to begin uplifting their outreach, but should choose a solution which is ready as soon as they are, to plug into, embrace and deliver actions with a shifting landscape of consumer touchpoints.
Technology offers the opportunity for brands to compete - and win - on a rising standard of customer service delivery. Changing cornerstones of engagement: consumers may seem like they stick with their service providers no matter what, but marketers canít be complacent. To stop their valued customers adding services elsewhere, organizations need to fulfill a new set of standards.
Whether youíre a dynamic eCommerce engine with a mesh of 2nd party affiliates and sister companies, a travel hub with a central office and 70+ markets to serve, or a traditional financial institution with inherited legacy, here are the key questions every marketer should ask themselves - and their stakeholders - when considering a DMP.
Itís not a pipe dream. Hereís how marketers can connect with customers and prospects wherever they are, with Intelligent Orchestration of data, across marketing technologies and touchpoints. These customer journeys are not visions for 2020, but attainable right now - across the digital world, and the real world: and everywhere in-between.
The native speakers of the islands of Hawaii probably had no notion of the inadequacy of the Word and Email duopoly to corporate communications when they coined the term Wiki - literally meaning fast. However, Wikis have grown into just that -- a fast and efficient way of fostering knowledge sharing across corporations worldwide; combining elements of Word, email, RSS, plugins and other relevant technologies.
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