Marketers no longer doubt the power of personalization. The challenge now is figuring out exactly how to deliver exceptional personalized experiences.
Only 18% of consumers across the U.S., UK, and Canada feel that brands do a good job of providing exceptional customer experiences, according to eMarketer. The same study also asked marketers why delivering these experiences is so difficult. Notably, more than half the respondents cited a lack of basic customer understanding as a primary blocker.
Knowing who and where your customers are in an ever-changing world is a constant challenge. What's even more challenging is being able to provide customers with value, exactly at the time of need. Further complicating the problem is the fact that, while performance marketing spend continues to increase year-over-year (it's expected to reach $8.2 billion by 2022), the technology in place to support it has remained largely stagnant.
For example, marketers looking to add more precision to their engagement strategies by setting an array of rates for different kinds of customers aren't able to do so with the performance marketing technology available today. Additionally, performance marketing technology only supports the post-tap experience, meaning that the offers shown to users are only shown after those users have already completed an action.
This is the problem we're solving for here at Button. As part of our vision to bring performance marketing into the modern age, we've created Audiences, a powerful new way for marketers to engage both new and custom audiences. What's more, with Campaigns, a feature of Audiences, you can set your rates and schedule your campaigns in a pinch. At Button, we want to make the user experience as frictionless as possible by providing users with value at the moment of intent. That's why Audiences provides users with value before they take action, not after.
We're also excited to announce that we're partnering with some of the biggest retail, hospitality, and e-commerce companies to make our vision a reality. Our ambition is to help marketers build dynamic Audiences solutions that are just as dynamic as their customers.
Want to become part of the group of trailblazers redefining audience engagement? Get in touch with firstname.lastname@example.org to join the beta.
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