How to Boost Customer Engagement with a Modern Marketing Tech Stack

In today’s competitive landscape, businesses in consumer-facing industries such as retail, restaurants, and consumer packaged goods (CPG) must continuously evolve their customer engagement strategies. The report titledImproving Customer Engagement with a Modern Marketing Technology Stack explores these strategies and the challenges companies face. While many aim to enhance personalization (56%) and leverage AI (56%), many still struggle with their marketing technology stacks. Common issues include limited integrations (25%) and data management hurdles (24%).

Key Insights:

1. Data-Driven Engagement: Nearly all companies (99%) use consumer spending data to inform business decisions. However, the focus varies by industry—retail brands aim to improve marketing, while CPG companies tailor prices and products based on market conditions.

2. Loyalty Programs and Personalisation: Although 88% of companies offer loyalty programs, participation rates remain low. Effective personalization, which 92% of businesses deem important, is crucial for engagement, especially through email marketing and AI-powered product recommendations.

3. Omnichannel Engagement: Brands must adopt a multi-channel approach, with social media, email, and paid media being the most effective. Consistent and personalized messaging across channels ensures a seamless customer experience.

4. Testing and Optimisation: While 41% of companies use testing platforms, many have untapped opportunities to optimize their strategies through experimentation. Testing pricing strategies, promotions, and digital marketing activities can significantly enhance engagement.

Takeaway:

A synchronised tech stack and data strategy are vital for businesses looking to enhance their customer engagement efforts. By integrating data insights, leveraging AI, and personalizing the customer experience across channels, brands can build lasting relationships and drive loyalty.

Read more:

Marketing Stack

Customer Centric Marketing