Marketing Technology Highlights of The Week: Featuring WPP – MarTech Series

Google updated their brand logo, theres a lot happening for OTTs and streaming platforms thereby changing the online marketing and ad experience for both B2B and B2C teams, whats the latest that is redefining martech and marketing? Catch more from this weekly highlight:

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Because online customer experiences are in high demand, brands have to find ways to stand out from their competitors who are trying to do the same thing. To do this, brands need to prioritize a great user experience by eliminating as much friction as possible from digital channels. This means having expedited purchasing processes, one-click sign-ups and pre-filled forms. Qualitative research methods, like online focus groups, are also important for gathering customer sentiment and firsthand knowledge on what they value in an experience, helping to build a better one.

Rick Kelly, CPO at Fuel Cycle

As a marketing team, how do you know the emails and SMS messages you send will be relevant to each recipient? Will people be receptive to the communications, or will they opt out? What about your website, mobile wallet offers, and social ads will they resonate with each customers interests, desires, or values? How can you be sure?

The only way to know is to ask. Customers will freely opt to share their preferences, interests and other zero-party data with a brand, in exchange for a more personalized experience. Yelp, for example, asks people for their food, dietary, and lifestyle preferences. When a user tells Yelp that theyre a vegetarian, Yelp immediately provides them with vegetarian-friendly recommendations rather than steakhouses.Wendell Lansford, Co-founder at Wyng

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Marketing Technology Highlights of The Week: Featuring WPP - MarTech Series