Traditionally marketers have shied away from technology, however, in an age where consumers are creating a sea of data, marketers need to sit up and pay attention. With an estimate of 2.4 billion emails being sent every second, consumers are spending more time online and marketers need to hone in on this, and lean into the data to deliver what customers want.
This can only be achieved by using technology solutions such as AI and machine learning which improves marketers’ ability to work better, fast and cheaper. For example, while many tasks within the marketing department remain repetitive, these can be outsourced to machines that would be able to do it quickly and efficiently.
This would free up marketers to use these data and analytics to understand customers’ behaviour and gain insight into what they want. This can only be achieved by leveraging the information that is available to them and using this to develop campaigns. The data and quality of data are critical to meeting customers’ needs and marketers will not be able to give customers what they want without the data.
However, while customer experience is increasingly important, how marketers gather and use the data comes under the spotlight as customers are looking for transparency and control. As such many marketers will need to go back to basics in terms of data collection and data analytics to get marketing right and prepare for 2022.