MoEngage, a customer engagement platform, released its State of Insights-led Engagement Report 2022 – Middle East Edition. The report focuses on the rise of digital adoption in the region and how marketers need to filter out the right data to drive customer-centric campaigns.
“There is an evident metamorphosis in the traditional engagement model and with the digital age fully upon us, customers’ expectations are evolving. At the same time, consumer brands have been quick to jump on the digital bandwagon to offer solutions. To survive in this hyper-competitive world, brands will have to go the extra mile and differentiate themselves,” said MoEngage on the need for the report. “With data aplenty, capturing that customer’s attention at the right moment through personalized experience can greatly optimize the results.”
MoEngage assessed the readiness of 2000 marketers across the Middle East to adapt to insights-driven customer engagement.
Key findings on the current technology landscape of consumer brands in the Middle East:
- Almost 1 in 4 consumer brands in the region prefer CRM and CDP tools over an engagement platform. However, 39 per cent of the surveyed marketers face challenges around ‘real-time analytics’. This is followed by ‘lack of understanding around which channels are most effective’ as the second most pertaining issue.
- Nearly 44 per cent of marketers claimed that their marketing, social and mobile teams are working in silos and engaging with customers separately.
What customer, journey and campaign insights are marketers evaluating
- Customer Insights:
- The report points out that only 25 per cent of marketers invest time, capital, and resources to measure interest, choice, or anity. This was closely followed by customer demographic data, i.e. name, age, and location (~24 per cent)
- In terms of personalization of communication, 34 per cent of marketers personalize communication based on customer attributes like language, channel, and content anity, and 29 per cent analyze behavioural-based data like recent, frequency, and monetary value (RCM).
- Journey Insights:
- Around 44 per cent of marketers consider ‘most optimum path to conversion’ as their go-to data point while measuring journey insights. This is closely followed by drop-o moments (30 per cent) and delightful/aha moments (26 per cent).
- Almost 35 per cent of marketers surveyed in the Middle East claimed to be referring to previous campaigns for current engagement, while close to 11 per cent of respondents leverage multiple channels as a part of one customer journey.
- Campaign Insights:
- 41 per cent of marketers in the Middle East measure the most engaging customer segments, followed by 35 per cent measuring long-term impact on business such as revenue, while only 24 per cent of marketers consider insights from purchases, opens, clicks and content viewed.
Commenting on the relevance of the report, Kunal Badiani, regional head, MEA, MoEngage said, “In today’s day and age, superficial data may not be enough. Brands have to draw insights from various forms of data and their current tech stack can be a limiting factor to that. Marketers and brands need to shift to an insights-led customer engagement platform to stay relevant and create hyper-personalized experiences.”
How brands can address the gap and move forward:
To move forward in this digital native world, says MoEngage, brands and marketers will need to re-shuffle their engagement strategies. The future will demand an intuitive insights-led customer engagement with data at its base. To stay relevant in this game of retention brands need to follow the best practices around relying on the right engagement platform, internal and external collaboration and remembering that “data is pervasive but the RIGHT data remains elusive”.
Read the full report here.