In the past few years, the focus of marketing has shifted from product-centric to customer-centric, from customer acquisition to retention and loyalty, and from individual transactions to the entire buyer journey.
This has led marketers to reexamine the entire customer experience, seeking to create more streamlined, personalised and memorable interactions that will strengthen customer engagement, loyalty and, ultimately, profits. Amazing CX transformations are being enabled by a synergistic combination of marketing technology and customer data.
For 2017, one of the hottest growth strategies involves identity-based marketing to existing customers. This strategy requires, at its foundation, an omnichannel identity solution that can recognise a customer at any touchpoint — human, physical or digital — across websites, apps, digital ads, email, physical stores and call centres.
How will these shifts impact digital marketers in 2017? What opportunities await?
To help you get ahead in the new year, Signal’s thought leaders have compiled eight predictions and action steps.