Why APIs are the key to creating customer connections in a digital world

Have you ever chatted with a company’s customer service representative from a mobile app or made a grocery list with the help of a voice assistant? Or maybe you’ve signed into a website using your social media login for a more personalised experience?

What you may not know is that these types of interactions are supported by a vast network of application programming interfaces (APIs) that are working behind the scenes to connect and integrate various technology systems. APIs...

Digital customer experience in 2021: Paving the way to your customer’s heart in the era of hyperpersonalisation

2020 has been a testing year for all of us. While several industries struggled for business, a few of them thrived. In the midst of this, customer experience fast tracked several technology and business imperatives. With social distancing measures in place and eCommerce becoming the primary sales opportunity for many brands, organisations have had to quickly innovate and leverage technology for customer interactions.

Next year is an opportunity for brands to build upon this...

Three key predictions for marketing orchestration technology in 2021

If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year - and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year?

According to the State of MarTech report, 84% of marketers stated that investing in new technology was a priority for 2021. However, 69% predicted that they would have fewer...

Assessing the 2021 landscape: Commerce aligned with social set to rocket as brands truly digitise

If 2020 has taught us anything, it’s that massive disruptions can happen overnight across industries, with customer communication responsibilities from marketing to care often falling to the social media marketing team. The trends we at Socialbakers have seen take shape this year -- from increased usage of social messaging to recruiting niche influencers to help expand social reach -- are likely to grow in the coming year as more and more customer interactions happen...

Why now is the time for truly customer-first marketing

There’s no shying away from the fact that 2020 will be a year to remember. For the digital marketing industry, now is a time to evaluate how best to approach and engage with a whole new set of customer needs and expectations.. The challenge now, for marketers, is understanding the fundamental changes that are needed in order to adapt to new consumer priorities.

Before the pandemic, marketers were battling for the attention of consumers characterised by equal amounts of...

Three key ways the Covid-19 pandemic has changed digital advertising strategies

Covid-19 has changed a lot of things about the world in a very short amount of time. It has completely transformed the way that we interact with others, work, travel, and do just about every daily activity. It should come as no surprise that it has impacted marketing as well – and yet many companies have done little to nothing to adjust their digital marketing strategies as a response to the pandemic.

According to a report from Advertiser Perceptions, one-third of advertisers...

Four ways AI can help you keep pace with changing consumer behaviours

Consumer behaviour looks entirely different than it did a year ago. Lockdowns and shelter-in-place orders gave people more time to browse online, discover, and fall in love with existing and new brands. More than ever, consumers expect relevancy — and their tolerance for unpurposeful experiences has plummeted.

In other words, spray-and-pray marketing tactics no longer work. Burying consumers in content also won’t work. Loyal customers don’t want every last bit of your...

Personalisation for ABM campaigns: Tackling challenges and getting a progressive approach

Session Getting the right personalisation strategy, to ensure a great customer experience but avoiding any privacy pitfalls, is vital to virtually any digital marketing initiative. For account-based marketing (ABM), it is even more important.

As a Lead Forensics article puts it, "great ABM content that will help you win clients is content that is relevant, timely, and highly personal." This involves a lot of groundwork, but it can be worthwhile - indeed, the difference...

How marketers can use personalisation to tap into consumers’ ‘autumnal intentions’

September has always marked the end of summer and the start of a new chapter, but in light of the strangest year many of us have ever experienced, it’s safe to say that right now more than ever many of us are craving a breath of fresh air in our lives.

And as children finally get back into the classroom, it’s clear the usual ‘back to school’ feeling extends far beyond families. With students also going to university (albeit with restrictions in place), and office workers...

Why the connected consumer is at the heart of the digital world

When industry experts were making predictions for 2020, little did they know that this would be a most disruptive year for global markets, with ongoing adversities and anomalies. Covid and the rapid spread of the pandemic have added to the challenges marketers already face, while uncertainty has forced many organisations to put their focus upon their strongest asset: the customer. Customer engagement and loyalty have always been two very important metrics; even more so in today’s market...