Experience builds trust. Trust builds loyalty. That’s the crux of B2B marketing today. Customers are more likely to remember bad experiences and spread the word among the buyer community. However, experience has moved beyond reputation management initiatives. Today, it’s part of digital transformation that separated high-performing marketing and sales teams from laggards in the MarTech hype cycle.

It’s practically hollow to expect Marketing Technologies to deliver on ROI without analyzing their impact on customer experience. Be it for B2B or B2C, there is ample buzz around the serious business results achieved with the successful adoption of customer experience measures.

According to Salesforce, “Among all high-performing marketing teams, 54% lead customer experience initiatives!” In the age of connected and concerted Marketing-Sales-Advertising efforts, analytics and mapping customer experience have become absolutely vital.

In the MarTech ecosystem, “60% of marketing teams track customer satisfaction, 59% track retention rates, and 53% share common goals and metrics with service teams.”

By 2020, all aspects of marketing and sales would see better adoption of Customer Data Platforms that meet higher expectations in CX.

The definition of customer experience has undergone a significant evolution with the maturity of data science, AI and Machine Learning, Marketing Automation and data privacy frameworks. Analytics suggest that CX expectations in 2019 have achieved industry-recognition globally, sans debate.

Today, customer experience journeys and their mapping have become the launch pads to initiate any marketing and sales campaign. To understand why marketing and sales teams can no longer ignore customer experience initiatives, we spoke to leaders from Marketing Technology companies.

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Branded Content: The Star of the Show

Darren Guarnaccia, Chief Product Officer at Crownpeak, said, In recent years, we have seen marketing platforms balloon in complexity and breadth, causing frustration among marketers. Technological advancements have led to an explosion in software components causing the ‘feature-adding’ arms race that we see today.”

Darren continued, “Not only are these platforms’ ‘bolted-on’ features complex and often unnecessary to the marketers using them, they also tend to be largely disconnected from one another, causing a lack of efficiency. As we head into 2019, I see a return to best of breed technologies and a move towards more simplified and streamlined MarTech solutions and processes. Success lies in tech that works in a simple, more easily adopted way that improves a marketer’s effectiveness and agility. This ability to respond rapidly to the ever-changing market opportunities will only increase in importance in the coming year and the complexity of most marketing stacks are getting in marketers’ way.”

“Lastly, content will re-emerge as the star of the show as brands look to build customer experiences that are valued by their customers. Content earns the brand the right to continue to engage their customers and provides a compelling reason to voluntarily share their personal data with that brand willingly. The best brands will offer consumers transparency in the use of their data and control of how their data is used,” he added.

Why You Need Accurate Attribution to Win With Customer Experience?

Ant Hearne, CMO at Rokt, said, “Customer journeys cross over an increasing number of channels and devices, becoming even more complex with every new connected device that is launched. Adopting more scientifically rigorous measurement methods, such as incrementality, is now essential for anyone looking to understand the true value of every customer interaction.

“Competition is only going to get fiercer and it is not enough to simply assume tactics are working. Traditional attribution methods often require some level of guesswork and don’t deliver the accuracy required to truly understand the value marketing delivers. Only those who recognize the need for precise measurement of campaign success will remain competitive as pressure to meet business objectives continues,” he concluded.

Video and Mobile: Breaking the Halo Effect

For a large part of the decade, we have been hearing about Video Advertising and Mobile Marketing becoming the ubiquitous platforms to deliver customer experience. With mobile CRMs, live streaming and event automation growing faster than initial anticipation, we see the halo effect broken among disillusioned marketers who thought it’s OK to overlook mobile as a marketing channel. For example, Instagram advertising has exploded as the go-to marketing and advertising platform in 2018.

Noam Neumann, COO, Glispa, said, “Video Advertising surged in 2018 and mobile is expected to account for almost 50% of the total US ad spend by 2022. As brand advertisers look to find increasingly creative ways to engage their users, playable ads can provide the answer, with seven out of ten advertisers claiming they are highly effective.

Noam added, “Despite the initial slow adoption of interactive ads, 2019 will see them flourish, as more marketers realize the creative potential of this ad format. With the ability to generate high user engagement, enhance the user experience and reduce ad fraud, playables will continue to provide new opportunities for mobile advertising in 2019 and beyond.”

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Hello, TV! Taking the Veil Off TV Advertising….

Daniel Gulick, Head of Customer Success, TVSquared, said, “The US still commands impressive TV viewing figures — with the average American adult spending four hours and 46 minutes a day watching live and time-shifted TV. Up to three times the number of US millennials watch ad-supported TV than use YouTube or Facebook. TV’s reach is hard to beat, which has helped to establish the US TV market as one of the most advanced on the globe. But this year, developing a winning campaign strategy to primed, engaged audiences is crucial — particularly since media fragmentation is not slowing down.

“TV advertisers need to go beyond the ‘what, when and how’ of TV attribution, and dive into the ‘who’ behind TV performance. The most sophisticated marketing strategies will leverage both behavioral and demographic data — which goes well beyond age and gender — to identify and then target the audience segments that both respond and convert due to TV ads. In 2019, we can expect to see more TV advertisers using both probabilistic and deterministic data to gauge a deeper understanding of consumer response patterns to ensure content is consistently relevant for the right viewers,” he added.

Data Privacy: Is it the Thorn in Fulfilling Customer Experience Promises?

 Brian Kane, COO and Co-Founder, Sourcepoint, said, “Data privacy and consent will continue to be key themes as we move into 2019 following both the implementation of the EU’s GDPR and the signed California Consumer Privacy Act. For publishers’ strategic planning, consent is not only critical to meet ever-increasing regulation but also to build consumer trust and choice about how their personal data is used.”

“We expect there to be varying opinion and debate about the need for further legislation, with industry bodies advocating for self-regulation, while other groups push for GDPR-like regulation. We also think there will be calls for federal approaches to privacy regulations – such as Senator Ron Wyden’s proposed Consumer Data Privacy Act vs. state-based – to avoid complexities associated with doing business in the United States with privacy regulations that vary from state to state.

“Looking forward, publishers will bring privacy to the forefront, while working to refine and improve their approach to consent management. Future-facing media companies will begin to view consent as yet another user preference that can be leveraged to provide tailored digital experiences. By concentrating on enhancing the quality of the user experience, both publishers and consumers will enjoy a greater level of transparency, leading to relationships built on trust and choice,” he added.

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With the hope and confidence that we would see further disruptions to the definition and scope of Customer Experience in 2019, especially in customer service, we expect business initiatives to accelerate further around swift integration Marketing Automation, Content Marketing, Customer Data, Marketing Analytics, Advertising, People-based Marketing, and Interactive Customer Service.

To participate in our MarTech Insights Series, drop us a line at news@martechseries.com





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A Happy New Year to all our visitors. In the last of our collection of forecasts items running in between Christmas as well as the New Year, Noam Neumann, COO of Glispa, considers just how mobile will certainly improve its leading setting in 2019.

Mobile is no more a climbing tool; it’s the leading pressure in cross-channel advertising and marketing. Currently making up 62 percent of electronic marketing invest spending plans, according to Dentsu Aegis Network– equivalent to $187 bn (₤148 bn) as well as 19 percent up considering that in 2014– it has actually currently exceeded desktop computer as well as Zenith projections that it is because of surpass TELEVISION expense by2021 And also with projects taking a mobile-first emphasis, styles such as video clip as well as in-app have actually ended up being the communication setting of selection for brand names targeting on-the-go target markets.

So since mobile has conveniently cleared up right into its setting of prominence, what’s following?

The year in advance will certainly bring advancement throughout the mobile room as online marketers relocate to safeguard financial investments as well as maintain projects fresh. Particularly, this will certainly suggest a more powerful focus on fraudulence avoidance, efficiency optimization, as well as much more interesting usable advertisements.

Stepping up the anti-fraud battle
With market vigor comes scammers eager to declare an item of the activity, so it’s not a surprise mobile fraudulence is expanding– setting you back online marketers $2.5 bn each year, according to Juniper research study. In 2019, we can anticipate closer positioning in between brand names as well as technology suppliers on protective procedures, consisting of durable web traffic evaluation as well as making use of anti-fraud metrics within applications to stop techniques such as SDK spoofing (where actual gadgets are made use of to generate phony installs). Undoubtedly, there might additionally be a swing far from obtaining brand-new clients with in-app tasks as well as in the direction of straight mobile phone interaction in a quote to lower the threat of falsified communications.

At the exact same time, brand name security as well as openness will certainly come to be better mobile top priorities, with brand name online marketers taking an extra critical strategy to programmatic trading, as well as just selecting companions that provide deep efficiency understanding as well as straight handling relied on providers.

Achieving punctured with interactivity
Marketers need to frequently introduce if they wish to remain appropriate as well as beat rivals trying individual focus. Throughout 2019, we will certainly see the fostering of interactive advertisements obtain speed as even more brand names look for to provide impactful yet non-intrusive experiences.

Formats that have actually confirmed their worth in the pc gaming field, such as playables, will certainly begin filtering system right into the mobile marketing mainstream, permitting brand names to advertise numerous offerings– be they applications, information websites or items– with enjoyable communications where customers can attempt solutions prior to getting, or win benefits as well as price cuts. And also, the optional nature of such advertisements will certainly additionally aid to abate problems regarding restricted information gain access to complying with more stringent electronic personal privacy regulations. Mobile individuals can pick ‘play’ as well as share information or otherwise, as well as the possibility of an enjoyable mini video game provides an engaging factor to choose in.

Expanding opportunities of marketing
A significant adjustment is on the perspective for 2019 that can lessen the frequency of the duopoly as well as increase market variety: the increase of mobile network drivers (MNOs) as well as initial devices makers (OEMs) as marketing gamers. Today, raising need for stock as well as restricted information accessibility outside walled yards implies that lots of brand names are functioning from a restricted swimming pool of supply, as well as understanding. Yet MNOs as well as OEMs are starting to acknowledge the worth of their first-party information, as well as introducing value-added solutions. When unified with wise suppliers that can utilize top quality information to offer personal advertisements, the reach as well as understanding of these titans creates an effective marketing mix.

As an outcome, online marketers are accessing to a wide, different shop of marketing selections. Additionally, the truth target markets have not yet been subjected to electronic marketing implies there is a greater possibility they will certainly react favorably, giving innovative is customised as well as inconspicuous, not provided in the weary kind of common in-banner advertisements.

Maximising in-app influence
Apps are king on mobile, soaking up 83 percent of perpetuity invested, according to comScore, however with 2m applications readily available throughout Android as well as Apple shops, optimizing downloads as well as use is testing. This is why locations such as application retargeting have actually come forward in the last 12 months, with programmers, authors, as well as sellers alike aiming to reignite target market passion making use of personalized advertisements. Yet also this method can fizzle if online marketers do not have a clear sight of efficiency with which to adjust messaging, regularity, as well as distribution. As a result, need for reliable retargeting KPIs will certainly expand in 2019, therefore will certainly the refinement of project dimension.

Specifically, there will certainly be boosted focus on monitoring concrete efficiency metrics– from installs as well as in-app acquisitions to favorable scores– that not just supply guarantee of marketing returns, however additionally recognize which methods as well as creatives drive the most effective outcomes.

As billions of bucks are continuously put right into mobile marketing, online marketers are coming to be significantly knowledgeable about the demand to secure their spending plans as well as guarantee they are invested carefully. In 2019, views will certainly be established on reducing fraudulence losses while boosting gains by routing invest at independent brand-new titans, interactive advertisements, as well as styles with tried and tested worth.

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Consumers are mesmerized by their smart devices, with the ordinary United States grownup anticipated to invest greater than three and a half hours a day on smart phones this year.

So it’s little marvel brand names are increase mobile phone invest, with mobile– which currently makes up practically 70% of electronic marketing– anticipated to represent practically 50% of overall United States advertisement bucks by 2022.

With this rise in mind, 2019 is most likely to be a substantial year in the mobile marketing market. Below are simply a handful of the advancements we can anticipate over the coming months:

App diversity will certainly proceed

With over 2 million applications in both Google Play as well as the Apple App shop, maybe thought the mobile application landscape is getting to saturation yet this is much from the instance.

Businesses as well as programmers are consistently locating brand-new as well as cutting-edge usages for mobile applications, such as J.P. Morgan’s electronic banking application that supplies totally free or affordable sell its electronic investing solution. They are additionally locating methods to enhance solutions currently given by existing applications, with the remarkable success of viral 15- 2nd video clip application TikTok highlighting there is still space for video clip systems, as well as the current launch of Facebook’s Lasso revealing the social networks titan thinks the area is not yet complete.

With applications making up over 90% of net time on smart devices as well as 77% of net time on tablet computers, there is still a lot of extent for the application market to increase as well as expand as well as this proceeded growth gives unlimited chance for marketing experts to get to customers while they are submersed in-app.

We are most likely to see specific growth in AI-based applications, in addition to a larger focus on virtual and augmented reality over the coming months.

Supply chain openness will certainly be crucial

Mobile advertisement scams gets on the surge– doubling year-on-year throughout the initial quarter of2018 It is additionally coming to be significantly advanced, incorporating every little thing from SDK spoofing to click shot. When this rise in mobile advertisement scams is integrated with expanding issues around brand name security, it stands to factor that supply chain openness will certainly be leading of marketers’ program as we head right into 2019.

This need for openness will certainly cause better placement in between brand names, technology suppliers, as well as application programmers, as well as just suppliers with an advertisement technology pile that can offer from need to provide will have the ability to effectively sustain a variety of programmers.

Specific anti-fraud metrics for mobile apps will certainly end up being significantly typical throughout the market, as well as marketers will certainly additionally check out interesting customers straight by means of their mobile network driver instead of targeting them in-app as a means to stay clear of scams as well as brand name security problems.

Brands will certainly concentrate on mobile experiences

The coming year will certainly see a solid concentrate on interaction-based mobile marketing as well as brand name experiences to both acquire as well as re-engage customers. Brand names are currently trying out interactive mobile experiences– for example Ikea introduced an augmented reality app that enabled customers to essentially put furnishings in their houses to see just how it looks– yet 2019 will certainly be the year this truly removes, obscuring the line in between mobile marketing as well as web content.

Gamification will certainly play a main duty in interactive mobile experiences, also amongst non-gaming brand names. Usable advertisements permit brand names to connect with customers in an enjoyable as well as enjoyable method via mini video games, producing a significant customer experience that can drive remarkable outcomes. Playable will certainly additionally be utilized to sign up with the dots in between the electronic as well as real worlds, for example by compensating gamers with rewards or discount rate coupons that can be retrieved in shop.

Data will certainly drive efficiency

In 2019, with a proceeding change in the direction of user-centric marketing, brand names as well as application programmers will certainly require to recognize just how to track efficiency better to make advertisement budget plans function harder. Brand names require to be able to examine lead to actual time, recognize just how customers are involving with their advertisements, as well as maximize both media as well as imaginative in-flight to create the most effective feasible customer experience.

Brands that can produce continual advertisement models by partnering with a supplier that generates mobile imaginative in-house will certainly have an one-upmanship as well as will certainly have the ability to react to real-time occasions faster as well as at a reduced price than those counting on imaginative companies.

They will certainly additionally have even more extent to trying out data-driven strategies such as geo-location targeting as well as vibrant imaginative optimization to attain peak efficiency.

Mobile might currently represent over two-thirds of electronic advertisement invest yet the style is still increasing as well as has a lengthy method to head to get to maturation. With the mobile application market remaining to expand, brand names requiring better supply chain openness, an enhanced concentrate on interactive mobile experiences as well as gamification, as well as a surge in using information understandings to maximize both media as well as imaginative, 2019 is currently toning up to be a meaningful year for mobile advertising and marketing.

Luca Mastrorocco is VP of Global Sales at Glispa.



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