Improve collaboration between marketing and technology teams to enhance personalisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 01, 2021, 5:41 PM UTC

Around 63% of consumers are willing to stop buying from a brand with shoddy personalisation tactics.

Without proper collaboration, communication and shared understanding between marketing and technology teams – brands cannot deliver truly relevant, personalised customer experiences. In fact, the more transparent the communication, the more seamless the user experience will become for consumers.

To improve collaboration between both teams, companies must first be clear about their business objectives, the questions they are asking, the information they will collect and the timelines and scale of their object. They should also communicate with a customer-centric approach.

Making the customer the common focus between both technology and marketing teams can improve collaboration, communication, and shared understanding. To further reduce friction between groups and enhance personalisation, brands can nurture curiosity and foster a culture around asking questions.

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