Cloud marketing

The Marketing Metamorphosis

Top 5 Trends Shaping Customer Engagement

In today’s world, every single one of us is bombarded by marketing messages—at any time, any place, and on any device. This poses a big question to marketers: “How do we make our campaign stand out from the masses?” Here are the definitive top five trends all CMOs must know before transforming their marketing and commerce.

1. Individualization

As consumers and businesses are exposed to so much advertising on a daily basis, they no longer connect with standard messaging. Today, it is not enough to simply segment the market based on age and gender; success depends on targeting an audience of one. In fact, a recent study showed that only around a third of consumers feel that companies consistently offer personalized experiences across multiple channels.

To achieve personalized marketing, enterprises need to consolidate all customer data from multiple sources and systems. This creates a single source of truth and the basis for a reliable, 360-degree view of the customer.

2. Mobile

Mobile commerce now accounts for around 30% of all ecommerce sales in the USA, and this figure continues to rise. From smartphones to tablets, businesses need to be where their existing and potential customers are. And as mobile marketing is often where the customer’s journey begins, it is especially important to guide the customer to the next stages: from browsing on a smartphone to receiving personalized email offers to checkout and purchase.

3. Social

People spend a large portion of their time online using social media: Around 1.72 hours per day , according to global studies. But social media is not just relevant for B2C marketing; it can also be a good place to target decision makers. In fact, 57% of B2B information technology  buyers use social networks as part of their purchasing decision.

In addition, people use these platforms to share their opinions on companies, products, and services. Social media is therefore home to a wealth of data. With the right tools, such as social listening or analytics, enterprises can glean valuable insights into the preferences, desires, and behavior of consumers, enabling them to deliver highly personalized contextual marketing.

4. Contextualization

Effective marketing means reaching your customers wherever they are. But it also requires the right timing. By analyzing where, when, and how a person engages with a brand, enterprises can offer their customers exactly what they want. This is a highly effective way to make a product or brand heard.

5. Consistency

With so many different channels, it can be difficult to figure out how customers are engaging with a brand. This is why it is important to create a seamless experience across all touchpoints. On the one hand, customers benefit from consistency and familiarity. And on the other, enterprises have all relevant information throughout the sales process—whether it is by phone, mobile device, or in person.

By adopting an omnichannel marketing strategy, enterprises can leverage these trends. Cloud software, such as SAP Hybris solutions or SAP Cloud for Sales, provides the key. It helps businesses to generate leads, gain a complete view of customers, offer the right products and services at the right time, and increase customer retention.


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