Are marketers getting a bit carried away with the promise and possibility of tech rather than focusing on what customers want? With new AI, VR, smart devices and chatbot technologies seemingly poised to radically impact customer experience, this Marketing Week webinar in partnership with Salesforce on emerging technology takes a deep dive into the issue.
Zoe Harris, CMO of GoCompare; former Asda, Sainsbury’s and Tesco marketer Andrew Mann; and Saul Lopes, head of CRM and loyalty at Virgin Holidays UK, agree any new technology needs to be adopted in response to a customer need. Success, they concur, comes from a clear focus on a problem that needs to be solved.
“You have to be focusing 80% of your time on the problem you are trying to solve and then you can go to the market and find the best tool to solve that problem,” argues Lopes.
Covering everything from how Asda has used pioneering self-scan handsets to how Virgin Holidays has utilised AI within email marketing, the three marketing leaders highlighted how the right tech has the potential to deliver impressive ROI.
The discussion examines the potential drawbacks as well as the opportunities tech offers brands today. “The worst thing that you can do…is see a really cool piece of tech and think how could I use that for my brand?” cautions Harris.
In this video webinar, you’ll also find out:
- The importance of placing customer strategy before technology strategy
- Examples of where tech investments are delivering millions in revenue
- Why technology should only be used to solve genuine problems
- How to assess changing customer and consumer expectations around tech
- What emerging technology to watch and take notice of