Delivering personalized communications that drive customer engagement at every touchpoint continues to be a challenge for most marketers. And with a plethora of channels to choose from, it can be difficult to determine where to allocate budget and resources to ensure the best customer experiences — and drive the best outcomes.
Earlier this year, performance marketing agency Merkle surveyed over 200 North American brand marketers to learn more about their digital priorities when it comes to customer engagement. Survey respondents indicated they want to invest more in technology, data and analytics, and that email is consistently a valuable channel for customer retention, personalization and gaining customer insights.
According to the Merkle Customer Engagement report [registration required], evolving CRMs are positioned to support marketers in adopting data-driven marketing strategies. CRM plays a pivotal role in how many marketers manage the facets of customer engagement — even offline engagement — and can help marketers facilitate better personalization strategies. Without the tie-in to email, it will be nearly impossible to create layers of rich engagement data necessary for personalized communications.
Marketers need better data and analytics
According to the Merkle Customer Engagement report, marketers want to increase their martech investments to bolster their data and analytics capabilities and build out more robust customer profiles in their CRM systems. Thirty-two percent of those surveyed said they would invest more in data, technology and analytics before anything else.