1. Mobility – Consumers are on the move and accessing information about brands from traditional sources like stores and the Web, but also on laptops and tablets, sometimes from within physical locations. Keeping track of the use of multiple, even simultaneous interactions, are impossible without a platform that listens and knows the customers voice over any channel. The same goes for outbound engagement—brands need to instantly discern a customer’s preferences, the channel for communication, and the context for each moment of engagement. Consumers are on their smartphones all day long and if you want to launch a loyalty program you need to be where their eyeballs are. Mobile is so important, a lot of SMB owners oftern ask, how do I drive more foot traffic to my business and it starts here. Often your first relationship with your customer is what they see on their smartphone. If you do not have a mobile optimized website and/or a poor online reputation the likelyhood of shoppers to buy from you decreases dramatically.
2. Big Data – The amount, variety, and speed with which data moves in today’s marketplace are growing rapidly; but so have the tools and techniques to keep track of what’s happening. Some of that data is in systems of records as transactions and stock, and some is on the move, like geolocation. Brands require a platform that can keep track of historical information, inventory and sell-through, and what’s happening now in the customer’s ambient environment. This amount of data creates analytical treasure troves that can be used to better position offers, test and learn, and increase revenue and loyalty.
