emerging
Martech and Loyalty Tech Merge
Driven by economic pressures and customer demand for seamless experiences, marketing and loyalty technologies are converging.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
Siloed data is a major obstacle for businesses seeking to deliver personalized and consistent customer experiences. The report highlights that "78% of US B2C marketing executives concede that their marketing and loyalty technologies are siloed." This realization, coupled with the need for greater efficiency, is driving significant investment in unifying data across these two critical areas. The convergence of martech and loyalty tech will enable a more holistic view of the customer, leading to improved insights and more effective engagement.
Context Signals
Forrester's Q3 B2C Marketing CMO Pulse Survey, 2024
Economic pressure to improve efficiency
Consumer demand for seamless experiences
Edge
This convergence will create new opportunities for personalized offers and rewards, further enhancing customer loyalty.
Unified data will enable more sophisticated attribution modeling, allowing marketers to better understand the impact of their campaigns.
The rise of Customer Data Platforms (CDPs) will accelerate this trend, providing a central hub for managing and activating customer data.
