Marketing technology is a bridge that enables marketers to create, nurture, enhance, automate, and measure consumers’ brand interactions. Savvy marketing leaders are adopting innovative marketing technology (or “MarTech”) solutions to understand how people move through the entire customer lifecycle. Much of marketing in the digital age is centered on using this technology to access and analyze big data, collected through consumer interactions and engagements, to form predictions about future behaviors. Knowledge of the customer is a top priority for marketing professionals and marketing organizations.
The challenges marketers face in terms of customer knowledge are often tied to customer data that isn’t integrated or unified. Reaching your customers across the multitude of digital touchpoints that exist is difficult to achieve when your data lives within separate point solutions across your organization.
Marketing has evolved into a customer-centric discipline, which places the individual customers at the heart of marketing design and delivery. As brands fight for customer loyalty, it is crucial for marketers to utilize their data in the interest of their customer. As customers have different behaviors and preferences, customer-centric marketing moves past a “one size fits all” approach to cater to the individual. As a customer-centric marketer you are always working towards gaining a 360-degree view of your customer and their journey with your business. Synthesizing these rich insights about individual customers is only possible with a unified data set, at the center of an optimized and integrated MarTech stack.