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RESEARCH, ANALYSIS & TRENDS

customer journey. These include personalized product Already next year, about 30% of all advertising
suggestions that always reach consumers in the right expenditures are expected to be invested in mobile,
situation. Against this background, marketers need to which by now has a far greater significance than, for
know as much as possible about the consumer, example, classic TV advertising.
therefore have to capture as much data as possible. A
powerful Customer Data Platform (CDP) has proven to How long smartphones will maintain their momentary
be particularly efficient, aggregating all existing customer importance is uncertain. Industry experts predict that
data and creating comprehensive customer profiles that Augmented Reality (AR) will soon see a new era of
form the basis for personalized marketing. Modern AI communication. What is certain, however, is that today
engines ensure that unstructured data masses become no brand can miss out on mobile marketing and the
tailor-made campaigns in which the individual customer more brands know about their customers, the more
is the focus. effectively they can design mobile marketing. A fully
integrated marketing cloud platform makes it possible
We are just at the beginning to guide the customers into the future on their self-
determined customer journey. ◊
Mobile marketing is the order of the day, since the
smartphone is the ultimate interface between brands and By Daniela La Marca
consumers.

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