Digital Experience Platform for Enterprises

What difference will artificial intelligence and emerging technology make to marketing in 2020? CMO asks the experts Technology is changing faster than marketers can keep up, offering up an eternal land of promises. Increasingly, hard decisions need to be made regarding which technology to implement and whether it can be tied back to measurable marketing objectives and improvements. Technology for technology’s sake can wind up being a costly exercise with no discernible point. CMO spoke to the experts about which marketing technology will make the difference in 2020. 1.  AI for customer engagement Leading the list, of course, is artificial intelligence (AI). As the technology continues to evolve in leaps and bounds, so too does its applications in marketing. From next best action, to collating and providing deeper data insights, it seems AI will be the marketer’s right-hand tool for many years to come. In fact, we’ve barely touched the surface as yet. As  P...

PIM software enables sellers to centralize sales, marketing, and technical product information to engage better with customers. Image by :  WOCinTech Chat. Modified by Opensource.com. CC BY-SA 4.0 Product information management (PIM) software enables sellers to consolidate product data into a centralized repository that acts as a single source of truth, minimizing errors and redundancies in product data. This, in turn, makes it easier to share high-quality, clear, and accurate product information across customer touchpoints, paving the way for rich, consistent, readily accessible content that's optimized for all the channels customers use, including websites, social platforms, marketplaces, apps, IoT devices, conversational interfaces, and even print catalogs and physical stores. Being able to engage with customers on their favorite platform is essential for increasing sales and expanding into new markets. For years, there have been proprietary products that address...

Customer Experience (CX) today is as important a differentiator for manufacturers as product quality and price. Interactions on any level of business impact customer perception and their decision to keep coming back or not. In these times, where digitization shapes how buyers think and what they expect, relying on just traditional stores or distributors to reach end-customers is no longer enough. Manufacturers need a way to deliver the same level of the personalized customer experience through online channels that customers receive in a physical store. With an elongated supply-chain full of multiple touchpoints, manufacturers are now becoming more interested in how customers make their purchase decisions and what influences them across their buying journey. Sometimes, they do not get enough in-depth data insight about consumer behavior as behavioral data mostly lies with distributors/retailers/middlemen or market places. Furthermore, with customers gettin...

The lines between products and end-consumers are blurring. Over the past decade, manufacturers have been offering an increasing number of products directly to end-consumers. This direct-to-consumer (D2C) model means manufacturers now must place greater emphasis on delivering a memorable customer experience (CX) . Until recently, manufacturers have been majorly relying on suppliers and retailers to sell their products, but this trend is quickly changing. Companies like Harry’s and Casper are just two among a growing deluge of D2C brands that have mastered CX delivery and grown into multi-million-dollar successes, thereafter. Manufacturers don’t aim to disrupt retailers but are simply looking to gain better visibility over the way customers buy, and then drive them to engage with their products across channels. Specifically, manufacturers seek to: Build a more direct connection with customers to drive engagement, assist purchase decision-making, and acquire more insight on...

How customers engage with brands and the way they shop is now a new ballgame altogether. Digital engagement with products is quickly replacing the traditional approaches; in fact, it has set new standards to keep up with customer expectations. According to the  Global Consumer Insights Survey 2019 by PWC , nearly a third of consumers buy products online weekly or more frequently, and this number has increased steadily by 5% points year on year. Marketing and selling products with trusted and persuasive product data has a significant impact on improving customer experience and growing revenue. Brands are investing more and more in enhancing quality, reliability, and accessibility of product data to stay one step ahead in the digital business arms race. Product Data Shapes Your Customer Experience Customers can initiate their product research anywhere and analyze the prices/offers before they ever interact with the brand. They expect more from their purchase and are more ...

Managing tremendous quantities of data requires a platform fit for the job. Data is often referred to as the new oil of the digital economy. The comparison may not be true in all respects, but it's quite useful when illustrating two essential points: data is valuable, but must first be collected and processed before it can be used. Many companies are currently confronted with these massive tasks on their way to digitization. And it's not just about big data; it's about how fast and in which quality basic information such as customer data, material data, and article data are available. That means master data maintenance or master data management (MDM). Characteristic of master data is that this information remains unchanged over a long period of time and is used as a valid version or "golden record" in several transactions made from multiple locations. In times of digitalization, master data in companies should meet two requirements. They should be...