Good morning marketers, what would it take to embrace agile marketing?
Think of “agile” as more than just a buzzword for the tech world. Marketing teams need to move quickly to respond to changes in our rapidly evolving digital environment. By taking on an agile approach to customer journeys, teams can explore new methods of translating data, responding to issues, and creating context to feed personalization.
Advances in areas like AI are creating new efficiencies for marketers, like the ability of machine learning to process huge amounts of granular data to develop contextual relationships with customers. This level of flexibility and agile efficiency, if leveraged the right way, could enable marketers to maximize their martech capabilities to more deeply engage customers and drive conversions.
Marketers are stepping up to take more ownership over customer experience (CX) programs, according to Gartner’s 2019 CX Management Survey. As a follow up to its 2017 CX report, Gartner surveyed 400 executives last year who were either CX leaders or supported CX programs. Of the various departments surveyed, marketing departments were more likely than others to claim ownership for CX initiatives, with a sizeable jump in the number of marketers taking over customer persona initiatives in the last two years. On the outside, the marketing shift to own CX seems like good news for marketing budgets – but unfortunately, CX budgets aren’t quite shifting to marketing as quickly as CX initiatives are.
There’s more to read below, including Snapchat’s exclusive partnership with NBC and TikTok’s latest efforts to separate itself from China.
Taylor Peterson,
Deputy Editor
