Individuals, businesses, and society have all undergone a transformation during the pandemic. And while changes are still underway, one thing is for sure – we are never going back to the old ways of doing things. From a business standpoint, the shift in consumer behaviour and expectations has moved the needle on customer engagement and experience.
By adding analytics to the marketing stack, marketing leaders can build comprehensive customer profiles, monetise customer interactions, and enable highly personalised messaging. Artificial Intelligence (AI) will be another marketing heavyweight when it comes to putting customer data to work. According to our Sixth Edition State of Marketing survey, in India, marketer's top three AI use cases would include:
Marketing is increasingly becoming a team effort. Two factors are responsible for this:
1. To double down on the business value
As businesses move into the recovery and adaptation phase, marketers have a significantly strong role to play in business growth. Marketers will collaborate closely with colleagues across functions to align marketing goals with overall business objectives. Metrics such as customer acquisition cost, lead generation, and customer satisfaction will inform marketing strategies.
2. To build cohesive and relevant customer experiences
92% of Indian customers expect connected experiences, right from the time they discover a brand, to posting a product review, to reordering and beyond. To send relevant communication a customer’s way across all touchpoints, marketers must have their finger on the pulse of every interaction a customer has had with the brand – via sales, service, and commerce channels. For instance, marketers can factor in a customer’s unresolved service ticket when sending them any future communication, or they can team up with their sales counterparts to run successful Account-Based Marketing (ABM) programmes.