Who is the modern marketer? Challenges of a modern marketer Navigating the inherent complexity of modern customer engagement While marketing tactics have evolved over time, the goals of the marketer have Marketing is already complex enough, but now with online engagement, customers can engage largely remained the same: meet your with your brand at any time of the day and at any point in their lifecycle - meaning customer engagement is no longer linear. Opting for clunky tech stacks with a bunch of integrated point customers where they are and create solutions (or worse, legacy marketing clouds that pretend to be all-in-one, but are really also just unique experiences that differentiate loosely integrated point solutions) doesn’t help. your brand — all with a focus on driving growth. Having too much data, or not enough How that’s done today looks a lot Data is the fuel for any and all customer engagement programs. From customer data, to inventory data, to geographic data, having access to all of the data you need in a way that’s user-friendly different than it did 20 years ago - or is a major challenge. But often times, as a response to this challenge, marketers will over-collect even half a decade ago. Today, robust data and end up with more than they need. digital engagement strategies that transcend channels are a cornerstone Respecting customer privacy for modern brands. A simple email marketing strategy isn’t going to cut it With ever-evolving regulations on how companies collect and use customer data, marketers are expected to be cognizant of governance needs — while also being asked to leverage anymore. Now, your brand needs to offer personalization (which requires customer data to execute effectively) to drive more results with consistent experiences across email, their engagement strategies. web, social, app, SMS, and beyond. Responding to constant change To build and execute a modern marketing strategy is complex. And to add to the From volatile economic conditions (which lead to increasing cost and market uncertainty), to rapidly evolving technology, to changing consumer expectations, there’s always *something* complexity, modern marketers face a marketers are having to adapt to, adopt, or change that affects their day-to-day execution. unique set of unprecedented challenges. Stitch POV Braze 101: Why Smart Marketing Leaders Are Moving to Braze 8