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The Chinese New Year of the Dog officially starts on February 16, 2018, but it will more likely be the Year of the Customer for marketers. Consumers report an intense desire for customized engagements across channels, particularly on mobile devices. As a result, CMOs report that customer experience, customer retention and growth, and customer analytics are the most vital areas to support marketing outcomes over the next 18 months. Sixty-four percent of marketing leaders report using or planning to deploy personalization technology, yet they struggle to develop personalized customer experiences across the buying journey.


Pay Attention to These 6 Marketing Technologies in 2018

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The Chinese New Year of the Dog officially starts on February 16, 2018, but it will more likely be the Year of the Customer for marketers. Consumers report an intense desire for customized engagements across channels, particularly on mobile devices. As a result, CMOs report that customer experience, customer retention and growth, and customer analytics are the most vital areas to support marketing outcomes over the next 18 months. Sixty-four percent of marketing leaders report using or planning to deploy personalization technology, yet they struggle to develop personalized customer experiences across the buying journey. Which technologies should CMOs evaluate to achieve this customer-centric model over the coming years?


The year ahead in marketing and digital: Part 3 - digital - Marketing Week

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Every year I pick out digital and marketing trends and developments which I think will shape the industry and its planning and thinking in the year ahead. There is an increasingly blurred line between'digital marketing' and'marketing' but the following trends focus on the digital elements of marketing. In part 1, I looked at broad macro trends affecting brands, and in part 2, marketing-specific trends. Econsultancy's recent research on'The New Marketing Reality' with IBM highlights the many challenges facing digital marketing: fragmentation, complexity, challenges in understanding the customer journey, challenges with organisational and data silos, confusion around metrics and what good looks like, managing both generalist and specialist agencies and vendors at the same time, lack of capability in areas like data and customer experience, faltering attempts to be more agile, lack of clarity in strategy and leadership. There is nothing particularly new here and there will not be in 2017.


Gartner identifies emerging marketing tech trends

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Gartner has identified four technologies it's claiming have the capability to transform how marketers run technology ecosystems and, ultimately, deliver meaningful customer experiences. According to the analyst firm's latest Hype Cycle for Digital Marketing and Advertising 2019 report, artificial intelligence (AI) for marketing, customer data platforms (CDPs), blockchain for advertising, and real-time marketing are the technologies earmarked to make a difference to marketing into the future. Gartner also recommended marketers continue to monitor and be aware of other technologies, such as conversational marketing and multi-touch attribution, which are high impact and moving forward. "Marketers today must strike the right balance between delivering meaningful customer experiences that differentiate their brands and focusing on providing real value to the business," a vice-president analyst in Gartner's Marketing practice, Mike McGuire, said. "Event-triggered and real-time marketing will have the biggest impact on marketing activities in the next five years. However, before marketers can realise the benefits of these technologies, they must first become proficient in predictive analytics and delivering personalised communications."


6 Ways Marketers are Embracing Artificial Intelligence (AI)

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Many marketers have taken the AI plunge. In fact, according to a survey by Salesforce, marketers expect AI will have a substantial impact on their business in the next five years in the areas of hyper-personalization of content (61 percent), dynamic landing pages and websites (61 percent) and delivering the right message, on the right channel at the right time (61 percent). They also feel it will help increase marketers' productivity (59 percent), campaign analytics (59 percent) and digital asset management (59 percent).However, analysts and experts warn, to crawl before you walk. Or in this case, know your data before you implement AI. Marketers' ability to successfully inject Artificial Intelligence (AI) into their marketing programs depends heavily on their organization's data and analytics maturity, according to Martha Mathers, practice leader for marketing and marketing technology at Gartner.