The importance of transparency and data governance will increase in the coming year.
This piece looks at the key trends that are likely to dominate marketing in the new year, according to Pega’s Chief Marketing Officer and Senior Vice President Tom Libretto. As more brands are focussing on customer retention, marketers will demonstrate more empathy with their customers and prospects in 2020.
Businesses will give more importance on “relevancy, contextual and relationship-building interactions based on individual customer needs”. Sectors like banking and airlines have already witnessed positive results for their early adoption of empathic brand-customer relationship-building strategies.
With the increased use of AI models, businesses are also likely to focus more on creative aspects like experiential digital and out-of-home programming. Companies should also be looking at redefining about how customer data is handled in a mutually beneficial way.
[5 minute read]