Using martech to improve customer experience

Karen J. Bannan

Brands in the US must invest in marketing technology to meet ever-growing demands for positive customer experience.

Brands must invest in marketing technology to meet ever-growing demands for positive customer experience.

There's an old maxim that keeping a customer demands as much skill as winning one. With more CMOs seizing the reigns of customer experience (CX) across touchpoints, they are increasingly looking to marketing technology to help them meet their goals.

Forrester predicts that by 2022, U.S. marketers will spend more than $122 billion on martech, an increase of 27.1 percent over 2018. Even privately held midmarket companies are jumping into the fray, as 57 percent are expected to spend more on tech this year than they...

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