The result is that prospects and customers now expect value at every interaction they have with your brand. And a new entire segment of people who may not have interacted with a brand online, now were active online with your brand. Modern brands led the way for seamless online experiences, setting expectations very high. While this is a tremendous opportunity, the challenge many organizations still face is that their current marketing platform landscape remains fragmented, data sources are significantly disparate and current budgets don’t allow for massive transformation.Īt the same time, the pandemic also increased customer sophistication and expectations as they did more buying and interacting online. In a recent survey, half of the marketing leaders indicated that martech investments could drive revenue growth of up to 40% over next five years. The impact of these changes is significant. Many of these changes have altered the marketing playbook forever affecting the way organizations approach personalization, content development, SEO, segmentation, campaigns, service and loyalty and retention. If there was any benefit from the pandemic, it accelerated many organizations’ martech transformation efforts, changing the rules on how they manage customer relationships while exploring new technology solutions to alleviate the uncertainty the pandemic created. The pandemic may have accelerated many organizations’ martech transformation efforts, but the playbook still has its challenges.
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