New research from Braze highlights macro trends within customer engagement that emerged in 2021.
The study found brands are more confident than ever about customer engagement. Around 94% of companies ranked their customer engagement as "excellent/good" this year as opposed to 88% last year. This increased brand confidence in their engagement abilities isn't misplaced.
Of the companies that ranked customer engagement as "excellent/good", 98% exceeded their revenue targets. Of companies that ranked themselves lower, only 65% met their revenue goals. Though data is integral to meeting customer needs, brands find it overwhelming to manage data. Only 32% of brands rank collecting, integrating and managing data as their top concern for 2022.
To accommodate changes associated with removing third-party cookies, 96% of brands plan to increase their marketing budgets. At the same time, 42% of businesses plan to boost their number of channels, 38% plan to place a heavier emphasis on zero-party and first-party data to continue targeting and engaging audiences.
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