The Next Boom: Digital Transformation That Customers Will Love
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This is the latest installment of my ongoing series of discussions with entrepreneurs, venture capitalists and corporate leaders on what to expect as the world recovers in the post-Covid era in terms of technology and innovation.
Technology and digital transformation can smooth the paths to employee and customer satisfaction, but, alas, it can only smooth, not compel a company to take that path. We learned all this in a big way over the past year with the onset of the Covid-19 crisis, and this is the lesson that is delivering success in the months and years ahead as we emerge into a disrupted world. Focus on the most important thing and only that one thing: the customer.
(Image credit: Image source: Shutterstock/violetkaipa)
The ever-increasing MarTech stack has facilitated the operationalization of marketing, but in the process, the essence of good marketing has been side-lined, even lost. In commodity markets, companies are competing for the attention of the same customers and this cannot be achieved through technology alone. It’s about communication; about emotion. It’s about understanding what the business is delivering, about valuing and harnessing creativity; and it’s about measuring success on more than email conversions. It’s about understanding how to achieve memorable customer engagement.
MarTech needs to support not replace the marketing strategy. As Norman Guadagno, CMO, Acoustic, says, adding more technology is not going to work if marketing forgets the importance of creating an emotional customer connection.
Acoustic Placed as a Leader in 2021 Magic Quadrant for Multichannel Marketing Hubs
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BOSTON, May 14, 2021 /PRNewswire/ Acoustic, an open and independent marketing cloud and analytics provider, today announced that it has been positioned by Gartner as a Leader in the Magic Quadrant for Multichannel Marketing Hubs for May 2021 . The evaluation was based on specific criteria that analyzed the company s overall completeness of vision and ability to execute.
View a complimentary copy of the Magic Quadrant report to learn more about Acoustic here.
Acoustic, and its multichannel marketing hub the Acoustic Marketing Cloud, was acknowledged as one of six Leaders out of a field of 20 that Gartner evaluated for this report.
Ivy Liu
by Tony Case
Pet adoption has exploded during the pandemic. But now, new cat and dog parents are concerned about separating from their furry loved ones when they return to the office.
Last October, Rover reported that one-third of 1,000 Americans surveyed had welcomed a dog or cat into their homes since the coronavirus emerged last year. More recently, the pet-care site found that 40% of 1,000 pet owners were worried about their pets’ own anxiety once a more normal work routine resumes.
“Pet anxiety is real, and we also have anxiety about separating from our pets,” said Paul Guyardo, president and CEO of the pet insurer Petplan, which covers consultations with veterinarians to diagnose and treat separation anxiety as well as medication and various types of therapies aimed at calming the nerves of fur babies.
How marketers and service professionals use SMS messages
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Marketers and service professionals are using SMS messages in many ways:
As a complement to email marketing: Despite email’s continued success, some marketers are concerned that consumers may be tuning emails out. Some brands are utilizing SMS to follow up on messaging they may have missed.
As a live chat substitute: Email marketing could have been used to develop a two-way conversation between brands and audiences but didn’t. SMS is conversational and facilitates an ongoing dialog between brands and consumers.
To provide a human element: SMS may be AI-deployed depending on rules written by the brand, and an ensuing conversation may even be managed by AI; however, when warranted, a human can take over the conversation to improve the customer experience.