8 Ways to Accelerate Your Digital Marketing in 2017

The focus of marketing has shifted from product-centric to customer-centric, from customer acquisition to retention and loyalty, and from individual transactions to the entire buyer journey.

Customer experience is the marketer’s new playing field. And identity is the name of the game.

Creating seamless, relevant 1:1 engagements at critical moments throughout the entire customer relationship is a brand’s competitive differentiator and what ultimately wins consumers’ hearts and wallets. But without a customer identity solution that enables continuous recognition across human, physical and digital touchpoints, there’s no contest.

Learn about the top trends impacting digital marketing in 2017 and how identity strategies give marketers a competitive edge.

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55% 57%of U.S. CMOs of U.S. digital marketers

will implement new solutions to grow customer relationships.1

expect to increase spending on loyalty programs.2

1. Context, Commerce + Customer, CMO Council and SAP Hybris, May 2016. 2. The Loyalty Evolution: Growing Investment and the Multichannel Promise, CrowdTwist and Brand Innovators, May 2016.

Make customer loyaltytop priority.1

Recognize the relationship.Understand how customer needs and expectations differ by depth of relationship with your brand (i.e., one-time buyer vs. long-time loyalty program member) and customize interactions accordingly.

3. Two Years’ Warning: The Customer Centricity Crisis, The Storytellers, March 2016.4. Pursuing Customer Relevance in the Digital Age, Harvard Business Review, November 2015.

90% 73%of executives of marketers

in the Forbes Global 500 believe that improving the customer experience will be the key

battleground in the coming years.³

believe they must deliver a personalized customer experience to be successful. But only 37% say

they do it effectively.4

Create life-enhancing customer experiences.2

Deliver value.Define ways you can apply data to improve the customer experience and reward customers for sharing that data with you.

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3 out of 4 over 50%global marketers of U.S. marketers

believe a single view of their customers is essential to achieving

their marketing goals.⁵

agree that recognizing customers across all channels is

extremely important.⁶

5. Solving the Identity Puzzle, Signal, March 2015.6. The State of People-Based Marketing, Acxiom LifeRamp, October 2016.

Build omnichannel engagement on a foundation of customer identity.3

Organize around identity.Implement an identity solution that continuously recognizes a customer across all channels and enables a customized experience in milleseconds.

80% 60%of U.S. marketers of U.S. marketers

say that their first-party data (including website usage, campaign response

and purchase history) is strategically important and plan to increase its use.⁷

can now accurately identify their customers in at least some digital channels, but only 20% can do so consistently across both

online and offline channels.⁸

7. The Promise of First Party Data, eConsultancy and Signal, June 2015.8. The State of People-Based Marketing, Acxiom LifeRamp, October 2016.

Keep control of your brand's data — and its future.4

Take ownership of your identity data so you can use it any time, anywhere. Don’t let it be locked up behind third-party walls.

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Own it.

9. The Promise of First Party Data, eConsultancy and Signal, June 2015.10. The Era of Second-Party Data Is Here, Forrester & OwnerIQ, September 2016.

77%of U.S. marketers

with strong data ROI already leverage second-party data, and

60% plan to increase its use.⁹

U.S. retailers and manufacturers agree that the main benefits of data sharing are

increased and improved ad targeting.10

Improved Ad Targeting

42%

52%

Increased Sales

54% 48%

Retailers Manufacturers

Drive scale and performance with second-party data.5

Use a neutral third-party platform to facilitate a secure, privacy-safe exchange of customer data.

Share data securely.

A customer is not a single transaction or campaign but

a long-term relationship.

Customers want to be recognized at every brand touchpoint.

Customer identity must be persistent, continuously updated and usable for years, not just weeks.

Customer IDs must be portable across all marketing partners, channels and technology platforms.

Make customer identity a persistent and portable asset.6

Ensure your identity solution is able to absorb new data types and update profiles as customers journey across more devices and communication channels.

Prioritize flexibility and scale.

300%increase in spending on AI is

expected in 2017.12

11. Context, Commerce + Customer, CMO Council and SAP Hybris, May 2016.12. 2017 Predictions: Dynamics That Will Shape the Future in the Age of the Customer, Forrester, October 2016.

U.S. CMOs agree that these emerging technologies will have the biggest impact on customer experience.11

61%Artificial

Intelligence

31%Internet

of Things

17%Virtual Reality

Power next-generation touchpoints with customer data.7

Define strategies to enrich your identity data with emerging customer-experience technologies.

Future-proof your identity solution.

35%of global CMOs

have set their sights on a COO/CEO role.13

over 50%of global CMOs

say organizational issues are the biggest barrier to fully utilizing customer data.14

13. The Evolved CMO in 2016, Forrester and Heidrick & Struggles, July 2016.14. Context, Commerce+Customer, CMO Council and SAP Hybris, June 2016.

Aspiring CEOs lead customer-obsession across the enterprise.8

Ambitious CMOs should promote the use of identity data across all business functions and be proficient in CX tools, techniques and marketing technology.

Own the customer experience.

Make customer loyalty top priority.

Create life-enhancing customer experiences.

Build omnichannel engagement on a foundation of customer identity.

Keep control of your brand's data — and its future.

Drive scale and performance with second-party data.

Make customer identity a persistent and portable asset.

Power next-generation touchpoints with customer data.

Aspiring CEOs lead customer-obsession across the enterprise.

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Checklist for Success in 2017

www.signal.co

About SignalSignal is a global leader in addressable marketing technology. The Signal Customer Data Platform gives brands and agencies a foundation for people-based marketing that enables them to better recognize and connect with their customers. Signal’s solutions improve marketing performance by linking a real-time view of each customer’s devices with continuously updated profiles for more relevant online and offline targeting and insights.

Stay ahead of the trends in 2017.Download our free ebook.

How Digital Marketing Will Change in 2017What Marketers Need to Know Now