HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?
Last year, the digital ecosystem saw significant advancements in AI and machine learning, leading to more personalised and effective marketing.
This year we will continue to see how the rapid integration of these technologies will continue to reshape marketing strategies and consumer engagement, making building bespoke CX experiences more cost effective, convenient and consistent.
WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?
Bringing together local delivery expertise and our global centres of excellence capabilities, particularly in the Experience Design and Platforms space to win several large transformational mandates in the region, helping brands ideate, create and deliver meaningful customer experiences.
WHAT CAN BRANDS DO DIFFERENTLY TO ACCELERATE THEIR DIGITAL STRATEGY?
Customers today want convenience – to easily gather the information they need and purchase things in their preferred manner. In short, they want friction removed from their lives.
Your strategy needs to deliver on the brand promise to the consumer, both on and offline, allowing them to access, with speed and efficiency, the value they seek from your brand.
WHAT ARE THE BIGGEST OPPORTUNITIES BRANDS CAN GEAR UP FOR THIS YEAR?
When looking to build a successful CX strategy, the biggest opportunity brands have is using customer data for the customer’s benefit.
These means having a data strategy that applies across departments and functions, and data management that allows everyone who needs it access to assess customer lifetime value, recognise unique customers and gauge penetration across their brands.
WHAT DIGITAL NEW YEAR’S RESOLUTION SHOULD PEOPLE MAKE THIS YEAR?
Two key digital resolutions should be the prioritisaion of data privacy and security and the ethical use of AI. Establishing guidelines and practices around how both data and AI is used ensure it is used in a way that respects fundamental values, such as individual rights, privacy nondiscrimination and non-manipulation.
-By Andreas Skopal, Managing Director, Merkle
