In a recent episode of the EGN podcast, hosted by Efe von Thenen, Lucas Bergström, the Head of ISV at SAP Emarsys, dived into how technology is reshaping consumer behavior and the strategies brands need to adapt to these rapid shifts. With a decade of experience in tech and digital marketing, our guest discussed the transformation brought on by the pandemic and the rise of AI, which has set new standards in customer experience and data utilization.
In the interview Lucas Bergström underscored that brands must leverage technology to identify consumer interests and engagement patterns. He emphasized the importance of targeting customers on their preferred channels with tailored content. According to him, technology’s role in enabling brands to meet and exceed customer expectations is not just about keeping up but staying ahead. He highlighted that AI is crucial to managing vast amounts of consumer data, which is necessary to deliver personalized experiences.
Shifting dynamics due to the pandemic
The pandemic forced brands to rethink their digital and physical presence. As Lucas Bergström pointed out, companies with significant retail footprints faced challenges while e-commerce boomed. However, this shift has led to a more cautious approach to technology investment, with budget allocations now requiring CFO approval. He noted a strategic pivot in how marketing and IT departments operate, focusing on merging online and offline experiences for cohesive customer journeys.
Integration of channels and touchpoints
The episode also touches on the increased complexity of the retail landscape, where brands must seamlessly connect digital and physical touchpoints. Lucas Bergström mentioned live shopping and discovery-driven commerce as growing trends, particularly in Asian markets. The emergence of TikTok, Shein, and other platforms exemplifies a new era where consumers expect speed and a variety of engagement channels. Our guest suggested that brands need to be present on diverse platforms like TikTok and WhatsApp to capture attention and drive engagement.
Leveraging AI for personalization
Lucas Bergström also emphasizes the critical role of AI in handling data and enabling brands to deliver personalized experiences. With examples like Bayern Munich’s use of SAP Emarsys, he explained how AI helps aggregate fan data to enhance the entire experience, from shopping for merchandise to attending live games. AI insights also allow brands to predict consumer behavior, tailoring marketing efforts to individual preferences and purchasing tendencies.
Overall this episode offers a compelling look into the future of consumer engagement, urging brands to adapt quickly to stay relevant. For anyone interested in the intersection of technology, marketing, and consumer behavior, it provides a comprehensive overview of current trends and future directions.
Want to learn more about these topics? Watch the full talk below:
Can’t watch? No problem. It is also available on Spotify and Apple Podcast.
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