We are entering a new year in martech where organizational metrics of success will increasingly be aligned with customer success metrics. In today’s age of dynamic digital disruption, consumers are becoming not just more connected, but hyperconnected. The growth of the Internet of Things (IoT) has meant that more and more customers are becoming hyperconnected across multiple devices that can range from desktop to laptops, mobiles and smart devices people use on a daily basis: wearables like Fitbit, the Apple Watch, car navigation and entertainment, and even home appliances. While this brings massive opportunity for marketers to communicate across all areas of the martech stack, it also brings with it challenges in communicating and connecting effectively across a fragmented customer experience. By 2020, customer experience will overtake price and product as the key brand differentiator, according to Frost & Sullivan. Hence, the biggest challenge martech companies and digital marketers (in general) now face is how to connect the dots with the way that their brand constantly communicates, engages and delights customers across multiple channels, formats and device types. A new era of personalization: The hyperconnected customer experience

thumbnail courtesy of martechtoday.com

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