THE MOMENTS-BASED EVOLUTION OF ENTERPRISE MARKETING TECHNOLOGY

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MARKETING’S SHIFT TOWARDS THE MOMENT

Technology use is routine — even mandatory — for modern marketers. We’re seeing big shifts: from disparate creative tools to an enterprise marketing core – and from campaigns to moments. While martech has undeniably made remarkable strides, major challenges remain unsolved, limiting its utility.

This August 2019 report, by Forrester’s Joe Stanhope, helps B2C marketers define the evolving role of tech, understand which technology components create enterprise value, and align investment plans with six core capabilities.
As Marketing and CX align, technology needs to centralize critical customer knowledge and interactions to provide moments-based experiences throughout the customer journey.

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