How does a marketing technology company thrive and stay relevant for 25 years? “Everything around us is constantly changing. Our customers want to be sure they have access to the latest technology,” says Steve Shaw, Chief Product and Technology Officer. dotdigital explains “So when it comes to innovation, we can’t afford to be silent. We have an engaged and talented customer base that keeps us on our toes!
He continues, “At Dotdigital we invest a double-digit percentage of our revenue back into our products. Knowing where to spend that investment takes time and is something we do by building close relationships with customers. have been able to achieve.
Market insight
Keeping a finger on the pulse and surveying the market is something that Dotdigital is known for in its niche, with regular reports released every year. Hitting the Mark, its global cross-channel marketing report, is now in its 12th edition and offers a deep dive into the marketing practices of 100 brands.
It has become a valuable resource for companies looking to learn from others and benchmark their strategies, but it also offers insight into where the technology gaps are. Specifically, Hitting the Mark 2024 found that, only 22 percent of brands surveyed demonstrated comprehensive data collection practices, with even fewer (8 percent) turning their data into a more personalized customer experience. are
With hundreds of technologies available, pulling off a campaign isn’t a daunting task. Standing out among the numerous messages, emails and other forms of communication that users receive. As is giving new customers a reason to return that goes beyond price. This is where good data hygiene and data collection is key.
Where GDPR meets FUD.
The past decade has seen a variety of data privacy regulations come into force around the world – and now it looks like AI-based regulations are set to follow suit. They are designed to protect consumers and should ultimately lead to a better customer experience both online and offline. The challenge is that these regulations are often poorly understood and fill marketing and e-commerce teams with apprehension (or FUD – fear, uncertainty and doubt), which often leads to inaction. This is just one reason why businesses are slow to collect valuable customer data and put it to good use.
Dot Digital’s ongoing commitment to data privacy and trust means it maintains ISO 27001 and ISO 27701 certifications for all of its products. “In addition to complying with the global data privacy and sustainability standards set by ISO, we also invest deeply in our people and the services we offer our customers,” says Shaw. are.” “This includes an in-house messaging operations team and the likes of solution consultants who are on hand to help with the complexities of marketing today.”
Another key challenge is data unification. Some businesses are immune data silos, especially when ownership of the end-to-end customer experience is lacking. DotDigital’s CMO Tracker study found that ownership of the customer experience within marketing teams is increasing, with 33 percent of marketing teams now responsible for the complete customer experience. This, in turn, means that the team using data is also the team overseeing marketing activation and delivery, where messaging actions come from.
Compatibility is the word.
With CX increasingly falling under the marketing umbrella, the need for data unification and tech stack consolidation is greater than ever. In September 2023, Dotdigital acquired longtime tech partner Fresh Relevance, a cross-channel personalization platform for e-commerce. Today, it is Dotdigital’s all-round offering that excites people.
Milan Patel, CEO of dotdigital, explains the appeal of our expanded proposition: “Now more than ever, e-commerce businesses turn to us because they want more personalization from a previously anonymous website visit to checkout. want to deliver experiences. Behind a single login, marketers can access all their data, create smart customer segments and automate cross-channel campaigns that will drive cross-revenue Not to mention channel tracking and reporting. A single dot digital tag delivers key signals and data to all our products, and the seamless integration of AI across the platform means everyday users love spending time in the platform.”
Award-winning talent and tech
A marketing department will typically use anywhere between 20 to 50 different technologies. Combine that with the fact that the time to market is very short (18-24 months on average) and ease of use and customer support should be at the top of the list when evaluating a vendor. “Businesses must leverage automation and AI to drive growth. Idling your growth engine due to operational limitations is no longer acceptable and can be addressed by consolidating the technology stack,” says Patel. are
With an average time of less than 20 seconds for phone calls and less than a minute for live chat responses, you can see why Dotdigital achieves a remarkably high TrustPilot score of 4.8, using the Dotdigital team and products. Ease of use is often cited. Reasons for glowing reviews.
Next 25
As Dotdigital looks to the future, it is a partner that grows with its customers, fostering a culture of continuous innovation. Acting as a strategic partner and advisor, Dotdigital helps navigate the growing complexities of marketing with confidence, responsibility and diligence. With Gen Z once again changing the technological landscape, the choice of channels will continue to evolve. Therefore, businesses need a partner that prepares them for the future, not just the present.
About Dot Digital
dotdigital is a leading provider of marketing automation and cross-channel personalization technology. Dotdigital combines the power of automation and AI to help businesses deliver highly relevant customer experiences at scale and across every channel. With dot-digital, marketing and e-commerce, teams can unify and enrich their customer data, identify valuable customer segments and deliver a personalized cross-channel customer journey from inbox to cart. can Dotdigital’s products empower more than 4,000 brands in 150 countries to drive meaningful results and lasting customer engagement.