Changing Focus from ROI to Smarter Customer Journeys

The predicted total spend on media and marketing technologies in future years continues to rise, with an estimated $2.1 trillion in 2019 alone. This is good news for both vendors and consumers, however with greater spending comes a greater need to prove a valuable ROI (both short-term and long-term) for companies making the investment.

In the marketing industry returns are important, but technology also needs to create additional long-term value to be worth the investment. This puts a growing demand on creating customer loyalty in an efficient and scalable way, because if your marketing strategies can create loyalty, the desired ROI is more likely to follow. Understand these three concepts concerning smarter customer journeys, customer experience, single customer views and knowing the value of good data, to make sure your marketing strategies and technology can deliver the results you really want.

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