{"id":595910,"date":"2023-03-17T14:37:03","date_gmt":"2023-03-17T13:37:03","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=872556"},"modified":"2025-03-10T09:26:54","modified_gmt":"2025-03-10T09:26:54","slug":"how-marketing-technology-can-transform-your-customer-experience","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/research-library\/how-marketing-technology-can-transform-your-customer-experience\/","title":{"rendered":"How marketing technology can transform your customer experience"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Transform-customer-experiences-with-marketing-technology.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:51% 13%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">How marketing technology can transform your customer experience<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/How-marketing-technology-can-transform-your-customer-experience-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download the pov<\/span><span class=\"type\">890 KB  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=872556\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=872556&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=872556&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-discover-how-modern-marketing-technology-martech-can-make-navigating-market-challenges-a-breeze\">Discover how modern marketing technology (martech) can make navigating market challenges a breeze.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">To create better experiences for both customers and employees, all marketing facets of an organisation require access to the same data located at a central source.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The newest marketing tools are designed to work across multiple CX domains. However, surprisingly, many companies have yet to adopt this latest form of marketing technology. In fact, only 27% use technology to make the customer journey more relevant based on previous customer behavior or intent.<a id=\"_ftnref1\" href=\"#_ftn1\">[1]<\/a> Why is that? The most likely answer is that their marketing departments operate in silos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While different tools for capturing, analysing, and using data will be needed across the marketing ecosystem, they should be viewed as part of a single holistic system from the outset, each with their own features and functionalities. Their integration must be built into the design of that system; otherwise, people will continue to work in silos. But there\u2019s one more important element to consider: marketers need data-driven skills to connect the marketing ecosystem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Download our point of view and learn how to achieve a connected marketing ecosystem with a central martech stack. This will allow employees to create relevant offers and messages that boost customer affinity and loyalty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a> Capgemini Research Institute: A new playbook for Chief Marketing Officers<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Discover how modern marketing technology (martech) can make navigating market challenges a breeze.<\/p>\n","protected":false},"author":257,"featured_media":595912,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"22b8bb19-2969-4ed0-887d-6e8054891bb9\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"Customer first","featured_focal_points":""},"tags":[],"research-and-insight-type":[85],"theme":[389],"brand":[],"service":[192],"industry":[],"partners":[],"content-group":[],"class_list":["post-595910","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-point-of-view","theme-customer-first","service-customer-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - 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