Market Insights

Introduction

To anticipate where consumer engagement is heading in 2019, we must first explore the areas that are most important to marketers, their businesses, and what opportunities lay ahead. Today, the conversation most marketers are having is around personalization. Personalization is not a new topic of discussion. According to reports by CMO.com, marketing is still at “a very basic level of personalization,” but strategies will mature in 2019 as companies begin connecting data and content to deliver on the notion of one-to-one marketing.

In today’s digital-first and data-driven world, marketers are able to leverage a number of digital solutions to increase engagement and drive consumers to action. But with new technology brings new costs, and brands and agencies are under immense pressure to prove the ROI of their on-site activations. The ability to acquire and report on data during and after an activation is now commonplace.

Customer engagement is a broad term that can describe any number of business functions such as customer experience, customer success, and marketing. Wikipedia describes “customer engagement” as a business communication connection between an external stakeholder and an organization through various channels of correspondence.

There’s nothing certain about the future, but by analyzing common trends, we can attempt to visualize where we are going. When referring to customer engagement, there is one trend that remains steadfast year-over-year. Can you take a wild guess what it is? If you guessed “personalization” then congratulations, you’re thinking like most marketing professionals today.