CleverTap Unveils 2024 MarTech Trends Shaping Customer Experiences

Jan 30, 2024: CleverTap, the comprehensive engagement platform, has unveiled its predictions for the top MarTech trends in 2024, poised to redefine the delivery of customer experiences.

The MarTech landscape is set for transformation with the convergence of data privacy regulations, advancements in AI, and an increasing demand for personalized content. CleverTap identifies key areas where significant activity is expected in 2024:

AI: The New-Age Consultants

As customer engagement evolves, Generative AI is predicted to move beyond suggestions to definitive prescriptions. This development will manifest in content prescription and customer engagement strategies. Brands can analyze data, predict resonant content, and generate new content, while prescriptive customer engagement strategies will enable proactive journey orchestration and hyper-personalization.

From ROI to Return on Experiences (ROX)

2024 will witness a shift from evaluating campaigns solely based on Return on Investment (ROI) to a more holistic metric, Return on Experiences (ROX). This approach considers the long-term impact on customer experiences, evaluating metrics such as brand perception, satisfaction, loyalty, and advocacy, going beyond immediate returns.

Expansion of Omnichannel Gambit

Generative AI advancements will lead to the transition of chatbots from language models to action models, capable of responding with text and executing commands. Marketers in 2024 will face the challenge of integrating these AI assistants into omnichannel engagement strategies.

Zero-Party Data: Consensual and Accurate

The era of third-party cookies is coming to an end in 2024, necessitating brands to align with regulatory changes and establish transparent and trustworthy relationships with their audience. Ethical data practices will become a cornerstone of effective and responsible marketing strategies.

Jacob Joseph, VP – Data Science at CleverTap, highlighted, “By getting ahead of this curve, we at CleverTap can not only adapt to these shifts but also innovate and leverage any advancements for the benefit of our customers. This approach ensures that our customers receive unparalleled value and stay at the forefront of the rapidly evolving tech landscape.”