Turn the promise of martech into a reality for you and your customers
Want to create lasting belief in your brand?
Explore the findings of the Harvard Business Review Analytic Services' report, Optimizing the Use of Marketing Technology to Build Customer Trust.
Scroll to explore
Marketers – it’s your time to shine.
Time to turn some heads, create some brand excitement and deliver consistently exceptional customer experiences.
Harvard Business Review Analytic Services’ survey of marketing decision makers revealed that the latest marketing technology offers great potential for connecting with customers and earning their trust.
81% of respondents say martech has a significant or moderate impact on an organization’s ability to foster customer trust.
Martech and customer trust go hand in hand.
The ultimate goal of martech is to make customers feel understood and that they are a priority. Integral to that effort is responding to their needs in real-time with personalized and relevant messaging, whether it’s in your brick-and-mortar stores or on your social media platforms.
In fact, martech offers the chance to optimize myriad marketing efforts: customer journey activation, content management, digital advertising, measuring marketing ROI and more – all key facets to building trust with customers.
42% of respondents state that martech enables their organization to analyze customer data to provide personalized experiences.*
40% of respondents report that their marketing teams have used martech to develop clear and consistent messaging across channels.*
* Among respondents who say martech has impacted their ability to foster customer trust.
Today’s marketers have a key role in managing customer data in order to measure the results of their efforts and act with greater speed and confidence. Jennifer Chase CMO, SAS
Martech complexity gets in the way.
There are some common barriers to realizing success with martech: Difficulty integrating new technologies into an existing stack, poor data quality and integration and more.
43%
43% say one of the greatest barriers preventing martech from having a positive impact on customer trust is an inability to measure the ROI of their marketing efforts.
That’s why marketers must take a thoughtful approach to the technology and focus on the fundamental issues it needs to address. They must have the tools, training, knowledge and time needed to understand and use their martech stack. Also, they need real-time access to data, so look for opportunities to knock down data silos.
The future is coming into focus
The Harvard Business Review Analytic Services' report makes clear that optimizing the full potential of martech depends on having a keen vision and strategy. But if you’ve got that – and a skilled team customer-centric marketers – martech is an incredibly powerful tool. The report is packed with key findings and some considerations for how you can make the most of your martech stack.
Stepping into the world of GenAI? Mind the gap.
The excitement is real about AI adoption. And for good reason. GenAI initiatives have enabled marketers to create highly personalized, creative messaging and connect with customers in real-time. It’s also automated time-consuming tasks so that marketers can focus on doing what they do best.
But many companies question whether AI’s outputs can be trusted to meet brand values. That’s why it’s important to have clear policies around data governance, privacy and ethics, and a clear understanding of what AI can and can’t do.
74%
74% of respondents agree that integrating GenAI can enhance their company's martech stack.
13%
Only 13% of respondents have implemented GenAI for marketing purposes in their organization.
60%
60% of respondents from organizations that are using gen AI are considering it to generate personalized messaging and content in real time
The SAS Perspective – How we help industries succeed with martech
Banking
With a strong focus on nurturing customer relationships, banks increasingly use customer data platforms and AI-driven analytics. By aligning data and insights with customer needs and maintaining consistent follow-up across touchpoints, banks can make the most of every engagement.
Insurance
Creating life-long customers life requires means making the most of every interaction. By using a robust Customer Data Platform like SAS Customer Intelligence 360, insurers can capture and analyze policyholder data and behavior patterns to deliver highly relevant, individualized experiences across the entire policyholder journey.
Telco
With the right martech stack, telecom companies can execute campaigns faster, reduce churn and make real-time analytical decisions that extend beyond traditional marketing efforts. This enables marketers to
create highly accurate communications, optimize digital channels and deliver the most relevant offers to customers.
Retail
For retailers, personalizing the customer journey leads to higher engagement, enhances the shopping experience and drives higher margins and revenues. By activating data across web and mobile properties, retailers can spot emerging trends early to deliver tailored products and recommendations that resonate with individual shoppers.
SAS Customer Intelligence 360 – A modern multichannel marketing hub
Having the right tools in place with built-in security and governance is key. SAS Customer Intelligence 360 offers the data management capabilities you need, plus easy-to-use GenAI functions that help with planning, journey design, creative development, audience building and more.