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Marketing Innovation Requires A Moments-Based Ecosystem

June 3, 2020

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While customer expectations for value and relevance have changed, many organizations have failed to change their marketing approaches to meet — let alone exceed — those expectations. Marketers must align with their firm’s customer experience strategy to orchestrate moments-based experiences versus personalized campaigns. From a business perspective, that means a fundamental shift to activities that deliver customer value. From a technology perspective, moments-based marketing requires marketing technology (martech) investments that connect customer understanding with seamless experiences. This session explores both the business and technology innovation required for moments-based success.

Key takeaways:

  • Align technology investments with customer expectations.
  • Eliminate functional silos that hinder customer experiences.
  • Underpin your martech ecosystem with a customer data fabric.
  • Explore the differences between holistic experiences and personalization tactics.

Target audience level: all levels

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