Businesses should enable consumer engagement via cloud-based contact centres

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 15, 2020, 4:31 PM UTC

Leveraging Brand Indicators for Message Identification (BIMI) can help marketers validate and authenticate their communication.

This article says that cloud-based contact centres can help brands provide their consumers with relevant, seamless and contextualised communication. Marketers can further deliver personalised communications across channels like voice, text messaging and email by enabling cloud-based contact centres.

With 83% of consumers preferring emails for receiving non-urgent business communications, organisations should look to validate and authenticate their emails to prevent cyber-crimes. Marketers can authenticate their email communications and prevent phishing and spoofing activities by using BIMI and displaying brand logos in their emails.

The author contends that brands should use tools like Schema and Amp for emails to effectively differentiate their emails from spammers. BIMI through accelerated mobile pages (AMP) can further help marketers integrate interactive elements like purchase buttons within the email’s body.

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