Marketing 0

FIGURE 7.4
 Marketing Technology Use Cases in the New CX
Summary: Machines Are Cool, But Humans Are
Warm
Customer experience is the new way to win the highly contested
markets. Interactive and immersive experiences that used to be on
the periphery are now more important than the core products and
services. To create a compelling and superior CX across touchpoints
from awareness to advocacy, leveraging advanced technologies is a
must.

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In marketing, the use cases of the next tech spread across seven
different touchpoints: advertising, content marketing, direct
marketing, sales, channel, offering, and service. Technology is
primarily useful to analyze data and uncover insights about specific
target markets. Finding the optimal configuration, for example, in
media buying and pricing, is another area where marketing
technology has proven effective. The predictive power of AI is
valuable for sales forecasting, product recommendation, and
potential churn detection. AI also allows marketers to personalize
products and services at scale and speed.
But the role of human touch must never be overlooked, as it will
counterbalance the speed and efficiency that technology provides
with wisdom, flexibility, and empathy. The unprecedented access to
insights and time savings from automation will enable marketers to
step up their creativity. While machines are more reliable for
programmable workflow, people with their intuition and common
sense are far more flexible. But, most importantly, humans are truly
irreplaceable when it comes to building heartfelt connections.