CDPs growingin importance amid rapidly increasing customer data
· Customer information has been spread across disparate company systems/functions;the problems only compounded by structured and unstructured data from growingdigital data sources
·Customer Data Platforms(CDP)import, centralise and disseminate data from all sourcesto create a holistic view of customers – using AI, CDPs also update pattern recognitionand predict customer behaviour
The market is seeing high competition from large traditional marketing software firmsand well-funded players, but digital services providers are in demand to help clientsimplement CDPs and leverage data for seamless CX withmaximised ROI
Content marketing continues to be a high priority for brands
Audiences interact with brands across an increasing number of channels, but only forshort moments; brands must continue to create engaging and relevant content,leading to increasing demand for content marketing agencies
· Accordingto Statista, global content marketing revenue is setfor a 14%+ CAGR from2022 to 2026, reaching $108bn by 2026
While content production consolidation continues, influencer marketing is becomingimportant as shown by the acquisitions of Goat Agency and Obviously by WPP inMarch 2023
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