Digital Experience Platform for Enterprises

Digital commerce is changing the game for the consumer packaged goods industry. Rising customer expectations are forcing the brands to be accessible to every consumer via both physical and digital platforms in personalized ways. And with increasing payment flexibility and the availability of same-day delivery, more consumers are purchasing grocery and daily-use products online than ever before: According to  BCG , e-commerce now accounts for 40% of the growth in CPG retail sales. Furthermore, the  Food Marketing Institute  estimates that consumers could be buying $100 billion in online groceries annually by 2022 . The CPG industry needs to build a deeper level of interaction with end-consumers through personalized offerings and improved omnichannel experiences. For this, it needs to create a full-blown digital marketplace ecosystem that leverages mobile, social, web and other touchpoints. But one of the significant challenges for many companies is managing a gro...

Data is the central concept around which the business world revolves, and decision-makers are not flinching from that anymore. Rather, the pursuit to harvest the data further to bring the best business outcomes is a global one. However, while walking the tightrope between application data and business processes, one needs to steer clear of possible challenges arising from a range of heterogeneous and complex applications that produce variegated data. Industry analysts believe that the amount of data in the world will grow from 4.4 zettabytes in 2013 to 30 billion by 2020. Fueled by data-heavy digital technologies like the Internet of Things (IoT), sensors, video surveillance, cognitive automation, RPA, and social engagement platforms; the figure is expected to boom even more. However, there is one challenge. With the proliferation of data types, formats, analytical tools, and hosting channels, the constant creation and distribution of data inside and outside of the enterprise...

Technology adoption often leaves businesses perplexed. Be it large enterprises or SMBs, they constantly shuttle between long spells of contemplation and urges to be the first in their market segment to adopt a trend. Many times implementing technologies before really understanding how they coincide with their organizational goals, owing to competitive forces or by falling prey to good marketing spin, ends them up in a precarious situation. In recent times, digital experience platforms (DXPs) have created quite a stir among businesses. On the one hand, there’s a nonstop race to transform their customer experience (CX) journey, in which, DXPs play a major role (validated by a PWC report which says, 86% of customers are ready to pay more for a brand that has a better CX strategy). On the other hand, as promising as these numbers may sound, a lack of judgment which clouds the route to creating top-notch customer experiences might dent the ROI plans of a company. To get to the bott...

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...