Transforming Your Martech Stack Into a CX Stack


It’s no longer just about the martech stack. It’s about the CX stack, the tried-and-true methods for engaging customers you don’t want to forget about.

In a challenging economic landscape, marketers are forced to evaluate which tech really impacts business and revenue goals.

We identified six martech categories — three legacy and three emerging — that no marketer can afford to ignore right now. But using them in the same-old or limited ways can be counter-productive in today’s evolving landscape. These six martech categories are “must-have,” but they are also “must-change.”

1. Email Marketing

Email — a key “owned marketing” pillar is more important than ever in a first-party data world. It has stood the test of time even as a new and complex ecosystem of marketing technology has grown up all around it.

This has led to two challenges. First, said Will Devlin, VP of Marketing at MessageGears, is figuring out email’s place in the overall marketing mix and making sure it works cohesively with every other CX touchpoint. Second, its legacy status often misleads marketers into making a typical mistake — not investing enough or in the right ways to upgrade their email marketing tech capabilities.

Eyal Manor, Chief Product Officer at Twilio, also cautioned against hanging onto large lists filled with inactive or unresponsive customers. Not only do they lower overall engagement rates and annoy customers, but they also put you at risk of higher spam complaint rates and non-compliance with privacy laws.

What to Change

Upgrade your email strategy and tech!

For the former, focus on smoother integration into new and complex CX workflows, data, privacy and compliance and evolved measurement metrics.

For the tech, explore ways to leverage the visual advantage of email. Mobile optimized email, in-mail video, seamless connections with social media, click-to-share and click-to-chat links and interactivity with polls, quizzes and gamification are all worth exploring. “It’d be foolish to overlook upgrading that component of the tech stack,” said Devlin.

2. Marketing Analytics

In a 2022 Twilio report, 63% of consumers said they are happy with personalization — but want brands to use first-party data and not data sourced from third parties. Marketing analytics stacks that collect and analyze first-party data help brands be both consumer-first and privacy-first.

That means instead of going wider — collecting disconnected data about every channel — next-gen marketing analytics will focus on going deeper into each customer’s life. The goal is to analyze a connected (not fragmented) view of each customer’s life across every channel she uses, with prescriptive, predictive and real-time marketing analytics to support smarter decision making.

What to Change

Find ways to reframe your marketing analytics around the customer instead of the channel or the campaign. Not only will this approach support your CX goals, but it will also drive up customer lifetime value and drive down customer acquisition costs.

Also, invest some time to explore the hidden parts of your customer’s journey — unseen interactions that marketing attribution systems cannot track but which impact customer decisions at each stage of the journey.

Related Article: Eliminating Vanity Metrics From the Analytics Portfolio

3. Search Engine Optimization

Hands down, the biggest evolution in search engine optimization (SEO) is in the areas of voice-enabled search. This will be a new skill for marketers to master as consumer voice search behavior is different from text search, with longer sentences and more nuance offered by tone and implication. Coupled with increasingly artificial intelligence-powered search engines, not only are search results getting more powerful, but also way more granular and predictive.

What to Change

Without delay, start prepping your content for video and voice search, image optimization and overall improvement in content credibility and authoritativeness.

4. Video and Virtual Event Experiences

While video looked set to be the next big thing when the pandemic struck, the challenge now is to sustain the use of video and virtual events to continue engaging audiences.

With 66% of consumers willing to pay for a virtual event that has better production and content quality, Manor said the bar is already high when it comes to creating customized virtual event experiences. “It’s estimated that 20% of all online conversions will be driven by short and live videos by 2026 — but winning is all about the quality of content.” He cited the example of Barry’s Bootcamp, which has seen 6x growth in memberships by investing in videos that closely mirror the brick-and-mortar, interactive class experience.



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