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Is It Time for Content Marketers To Care About Web3? 20+ Experts Weigh In



Every year, the CMI editorial team asks six to eight questions of the experts speaking at Content Marketing World for this blog series.

Some are easier to answer than others (jargon, anyone?). But this question didn’t fall into the easy category: What should content marketers do about Web3?

Web3 describes a new and unfamiliar world. Is content marketing ready for it? The range of replies offered is as vast as Web3 itself.

Here’s what they suggest.

Don’t get too distracted

Learn, observe, and don’t get too distracted by that yet. Too many marketers get obsessed with the next big thing trying to get on wave early on while neglecting their current focus on the business and marketing strategy they are responsible for today. My advice is: Stay on strategy, focus on execution, and learn about the trends. This knowledge may come in handy in the future. – Igor Bielobradek, digital marketing senior manager, Deloitte


When it comes to #Web3 for #ContentMarketing, stay on strategy, focus on execution, and learn about the trends, says @igorbielo via @CMIContent. #CMWorld Click To Tweet

Don’t buy the hype, but learn all you can

Learn everything you can about it, including how it fits into the broader context of Web 1 and Web 2, where the potential opportunities lie, and what its pitfalls could be. Don’t get caught up in the hype, but don’t discount it, either. – Michael Bordieri, senior content solutions consultant, LinkedIn

Don’t get caught up in the #Web3 hype, but don’t discount it, either, says Michael Bordieri via @CMIContent. #CMWorld Click To Tweet

Get ahead of the learning curve

At a minimum, content marketers should be learning about Web3. What is it? How can it be harnessed? Where does it make sense to engage or experiment? It’s still the early days for Web3, but just like the internet in the 1990s, those curious enough to learn about it profited as it matured. The same principle applies to Web3. – Bernie Borges, vice president global content marketing, iQor

At a minimum, content marketers should be learning about Web3. What is it? How can it be harnessed? @bernieborges via @CMIContent. #CMWorld Click To Tweet

Keep standing out

Don’t get caught up in the hype. Everything evolves. Technology happens. As always, stay informed and vigilant. When it comes to content marketing, there’s only one thing that’s always paramount – stand out. Set the bar higher, make them lean in, zag where others zig. Remember: Communications is an emotional game. If you want to win, you have to move the brand aside and start putting a human out front – not the clip-art version but the warts-and-all version. Warning … some cojones are required. – Kate Bradley Chernis, co-founder and CEO, Lately


When it comes to #ContentMarketing and Web3, only one thing is always paramount – stand out. Set the bar higher, says @LatelyAIKately via @CMIContent. #CMWorld Click To Tweet

Be optimistic and cautious

I think they should be looking for shiny objects and committing tons of budget to them blindly. Oh, no. Maybe that’s the exact opposite of what they should do. I’ve been speaking about blockchain for years to audiences across Europe and the USA. I genuinely think the mindset we all need as content marketers is one of optimistic observation and careful action.

As it’s tempting to go all in with NFTs and creator coins, and we can show you great examples like my friend Mark Schaefer’s RISE coin, the industry is still in early adopter mode. So, brands with big budgets should dip their toes in and have someone on their team watching it weekly and reporting back to the team about what the next course of action is. – Jon Burkhart, founder, TBC Global Limited

As it’s tempting to go all, #ContentMarketing is still in early adopter mode when it comes to #Web3, says @jonburkhart via @CMIContent #CMWorld Click To Tweet

Appreciate the win-win opportunities

For marketers, Web3 should be an opportunity to learn and experiment. Web3 marketing is all about building relationships and partnering up so everyone wins. Businesses need to stop thinking of customers as metrics but rather about how to build shared outcomes with customers. It is going to be a shift in mindset as well as technology.

Build a community around your purpose, then align your growth strategy and community incentives for that go-to-market community. I love the way this has been explained in several marketing blogs: Web 1.0 marketing helped customers find something better. Web 2.0 marketing helped customers experience something better. The promise of Web 3.0 marketing is to help customers create something better. As marketers, we need to learn more about the tools to help us get there together. – Jacquie Chakirelis, chief digital strategy officer, Quest Digital/ Great Lakes Publishing


The #Web3 promise is to help customers create something better. Content marketers need to learn more about tools to help us get there, says @jacquiechak via @CMIContent #CMWorld Click To Tweet

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Just don’t


Meg Coffey, managing director, Coffey & Tea

What should content marketers do about #Web3? Nothing, says @TexanMeg via @CMIContent #CMWorld Click To Tweet

Do nothing now

Most content marketers should do nothing for now. Until Web3 is better defined and taking shape, it is a distraction. – Wendy Covey, CEO and co-founder, TREW Marketing

Until #Web3 is better defined and taking shape, it is a distraction for #content marketers, says @wendycovey via @CMIContent #CMWorld Click To Tweet


Evaluate the impact

Content leaders should understand if your business is directly impacted and begin thought leadership campaigns. If the business is not directly impacted, you should aim to understand possible future scenarios that may and begin a content strategy to support it. One example could be how a decline in advertising revenue via traditional ads through all channels would impact your organization. – Jeff Coyle, co-founder, CSO, MarketMuse 

If your business isn’t directly impacted by #Web3, aim to understand future scenarios and begin a #ContentStrategy to support it, says @jeffrey_coyle via @CMIContent #CMWorld Click To Tweet

Take a breath

Number one: Don’t panic about Web3. You’re not missing out on anything yet. Web3, cryptocurrencies, blockchain, and NFTs are all in their gestation phase. That means we know the technology might provide value in the future; we’re just unsure exactly how it will reliably provide value to us as marketers. And that’s OK. Right now, most marketers shouldn’t spend more than 5% of their time, energy, and budget on all the stuff in the Web3 world. It’s good to keep your eye on it but let go of your FOMO. – Andrew Davis, author and keynote speaker, Monumental Shift

Most marketers shouldn’t spend more than 5% of their time and budget on #Web3. Keep an eye on it, but let go of FOMO, says @DrewDavisHere via @CMIContent #CMWorld Click To Tweet

Slow your roll

Learning as much as they can from credible sources but not steamrolling into the arena straightaway. There’s enough noise already. You want to become somebody’s favorite. – Chris Ducker, founder,

Learn as much as you can from credible #Web3 sources but don’t steamroll into the arena, says @ChrisDucker via @CMIContent #CMWorld Click To Tweet


Reward engaged content consumption

[Pay attention to] currency exchanges based on Ethereum smart contracts, where qualified buyers are paid to engage with matched contact. – Justin Ethington, partner, TrendCandy

Pay attention to currency exchanges based on Ethereum smart contracts, where qualified buyers are paid to engage with matched contact, says Justin Ethington via @CMIContent. Click To Tweet

Think community and privacy compliance

Learn about it. Consider how a more community-based, privacy-compliant web experience will enable them to engage with, build trust, and develop ongoing relationships online. – Mark Emond, president, Demand Spring

Consider how a more community-based, privacy-compliant web experience will enable them to engage with, build trust, and develop ongoing relationships online, says @Mark_DSpring via @CMIContent. #CMWorld Click To Tweet

Recognize frivolity and proceed with caution

I’m not sold on Web3, crypto, NFTs, or the metaverse. None of them is producing a lasting positive impact on consumers. They don’t significantly change the way consumers buy, think, or act. While I do enjoy 360-degree video experiences on YouTube with my VR headset, the rest of it doesn’t seem to have a significant change in consumer behavior.

Until it does, Web3 is frivolous and reserved for the risk takers and those with disposable time and income. If that’s your audience, then, by all means, pay attention and explore. But for most of us, success there is nothing more than a PR stunt.


The barrier to entry is expensive and prohibitive for consumers. So only wealthier people are even able to participate. My best advice is to pay attention, don’t ignore, but proceed with caution. I just don’t see most of it having lasting meaning until the socio-economic gap is closed. – Jason Falls, senior influence strategist, Cornett

#Web3 is for risk takers and those with disposable time and income. For most #content marketers, Web3 success is just a PR stunt, says @JasonFalls via @CMIContent. #CMWorld Click To Tweet

See the similarities

Web3 will have three similarities to Web 1 and 2: brand, trust, and community. Just like the previous iterations, content marketers will need to build a brand following, create trust around the brand, and engage a community of followers. Whether you’re experimenting with NFTs or thinking bigger, some of the basics of traditional marketing still apply.

Now is the time for marketers to start applying artificial intelligence to today’s marketing programs so that you’re ready for tomorrow’s Web3 projects. Also, watch the mistakes and challenges of the brands already in the Web3 world – learn from what the bigger players are doing. – Penny Gralewski, senior director, product and portfolio marketing, DataRobot

Start applying artificial intelligence to #ContentMarketing programs so you’re ready for Web3 projects, says @virtualpenny via @CMIContent. #CMWorld Click To Tweet

Immerse in knowledge-building

Start by reading everything you can about Web3 and join a community like the one Joe Pulizzi is building with his Tilt community. Then, pick one new area you want to explore and start there. Just as you can’t try to be amazing across every new social media platform, you shouldn’t try to do all the Web3 things at once, either. – Erika Heald, founder, lead consultant, Erika Heald Marketing Consulting


You can’t try to be amazing across every new social media platform. Don’t try to do all the #Web3 things at once, either, says @SFErika via @CMIContent. #CMWorld Click To Tweet

Start a conversation

Exploratory. Talk about how it could affect your customers. Your company. Employees. So much of it is new. – Kathy Klotz-Guest, founder, Keeping it Human

Explore how #Web3 could affect your customers, company, and employees, says @kathyklotzguest via @CMIContent. #CMWorld Click To Tweet

Study the blockchain

At the minimum, content marketers need to learn about Web3. Even if you don’t understand NFTs and are disillusioned by the idea of overpriced JPGs, the blockchain technology that powers Web3 is going to change the way we connect with audiences, build communities, and use our content. The opportunities in Web3 are just beginning to be discovered. Start learning about different blockchain applications and pay attention to the implementations that work. Web3 will revolutionize content marketing. – Brian Piper, director of content strategy and assessment, University of Rochester

The blockchain tech that powers #Web3 is going to change the way we connect with audiences, build communities, and use #Content, says @brianwpiper via @CMIContent. #CMWorld Click To Tweet

Gain first-hand experience

Content marketers should be experimenting with Web3. Get involved in some token communities. Create a digital wallet. Buy an inexpensive NFT or two. Web3 is about community ownership. That comes with a lot of responsibility, but it’s difficult to see what’s possible if you don’t know how the basics work. – Joe Pulizzi, founder, The Tilt


#Web3 is about community ownership. It’s difficult to see what’s possible if you don’t know how the basics work, says @JoePulizzi via @CMIContent. #CMWorld Click To Tweet

Consider B2C and B2B possibilities

In the near term, I think Web3 is more applicable to B2C businesses than B2B. The loyalty programs that are a hallmark of B2C businesses have interesting analogies in the Web3 world. For both B2C and B2B, it’s important to understand what Web3 is. Observe the use cases that exist and understand the business results. For B2C, it might be time to experiment with a small initiative. For B2B, it’s best to sit back and continue watching but be ready to take action when the time is right. – Dennis Shiao, founder, Attention Retention

B2B #ContentMarketers can sit back and continue watching #Web3 use cases, but they need to be ready to take action when the time is right, says @dshiao via @CMIContent #CMWorld Click To Tweet

Remember the humanity

I understand the power and intrigue of Web3. I was there when Web 2.0 was launched, and the whole idea of web interactivity was a cool new thing. And now, the idea of decentralization, token-based economy, the division of power, etc., is fascinating.

But as far as content marketing? I think we should continue to focus on the human, especially with the crazy developments in AI and AR. I hope H2H – human-to-human interaction – will never be considered old school. As our world becomes more and more technology-centric, the human connection is going to be even more important. – Viveka von Rosen, chief visibility officer, Vengreso

I understand the power and intrigue of #Web3. But for #ContentMarketing, focus on the human, says @LinkedInExpert via @CMIContent. #CMWorld Click To Tweet


Research before you speak of it

Learn more about it before talking/writing about it. Web3, while not complicated, is somewhat new, and the uses are not yet defined clearly, at least as far as my mind space goes. I have kept quiet so I do not sound … umm … dumb. – Michael Weiss, vice president of consulting services and solutions, Creative Circle

Learn more about #Web3 before talking or writing about it. The #ContentMarketing uses are not yet defined clearly, says @mikepweiss via @CMIContent. #CMWorld Click To Tweet

Sit back and learn

Just like the transition from Web 1 to Web 2, this next phase will be years in the making, and it’s still too early to really know where this is all going. Like most new technology, there’s a process and a period of adjustment. We are still really early in it for Web3. So, for now, I’d say don’t panic. Sit back, listen, and learn. – Inbar Yagur, vice president of marketing, GrowthSpace

Don’t panic about #Web3. Sit back, listen, and learn, says @content_fairy via @CMIContent. #CMWorld Click To Tweet

Let the audience lead

Stay focused on your audience and your potential customer. Understanding their needs and actions will tell you if you should be involved in Web3, TikTok, or anything else. – Andy Crestodina, co-founder and chief marketing officer, Orbit Media Studios

Understand your audience’s needs and actions. That will tell you if you should be involved in #Web3, TikTok, or anything else, says @Crestodina via @CMIContent. #CMWorld Click To Tweet


Andy makes a great point about Web3 strategy. No matter how technology and channels evolve, content marketers should always keep their eye on the audience.

What are you planning to do about Web3 (if anything)? Let us know in the comments.


Cover image by Joseph Kalinowski/Content Marketing Institute

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The Role of Enterprise Mobility Management in Modern Businesses



The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.


Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.


Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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Lessons From Air Canada’s Chatbot Fail



Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?


AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.


Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.


Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.


It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Only 6% of global marketers apply customer insights to product and brand



Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952


The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).


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