Twilio's Solution Promises a New Era of Data-Driven Engagement, Bringing the Power of a CDP to Omnichannel
The current market moment requires companies and their marketers to do much more with much less. Efficient growth is increasingly important, and personalized and accurate forms of communication are absolutely essential to achieving these goals. It was seeking this efficiency that Twilio developed the Twilio Engage, a solution that promises a new era of customer engagement, uniting the power of a native CDP (customer data platform) with omnichannel. The solution was launched for the American public at the end of 2021, and has just become available in Brazil.
Twilio Engage is part of the Twilio Segment, which is the #1 Customer Data Platform in the market according to the report of IDC's 2021 CDP market share, and is linked to all native Twilio communication channels. The solution is a customer engagement platform (CEP – Customer Engagement Platform), and Engage is already considered a market leader according to the report of market share in 2022 from Omdia. While CDP is focused on data collection, CEP enables the activation of customer data in apps and engagement channels. This allows leading digital brands to engage their customers from a single, globally trusted, enterprise-ready provider.
“To achieve real engagement, deepening the relationship between customer and brand, it is necessary to offer a personalized experience at each stage of the customer's journey, and to achieve this, a traditional database and several platforms that do not talk to each other are not the best solution. enough, there needs to be dialogue between these tools, which is exactly what Engage proposes”, says Rodrigo Marinho, Regional Sales VP LATAM at Twilio. Twilio Engage breaks down barriers that have long held back marketers from delivering the relevant and engaging experiences that consumers crave at scale.
With the solution, you can create personalized experiences based on data, which reduces costs and increases customer lifetime value. “In other words, in a single place, it is possible to make decisions based on data obtained in real time and on any digital channel, as the information is available in a truly omnichannel way, not just multichannel”, explains Marinho.
The Twilio Segment's 2022 Growth Report revealed that 93% of companies are taking steps to adapt to current macroeconomic conditions and plan for a recession, and 61% of marketers say the “growth at all costs” mentality is over. “We live in complicated times, in which the growth of organizations needs to focus on the long term, being completely sustainable, and to achieve this it is necessary to increase the customer's lifetime value (LTV – Lifetime Value), while reducing acquisition costs of new customers (CAC – Customer Acquisition Cost). This is Engage's proposal and the whole logic of engagement and omnichannel: you have to be available, be efficient, be liked and be assertive”, comments Marinho.
The same report also noted that 62% of consumers say a brand will lose their loyalty if it delivers a non-personalized experience, up from the 45% seen in 2021. “Consumers expect more and more from their interactions with companies. The time when it was possible to remain in the market without seeking to be connected to the customer in a personalized way is over”, adds Marinho. "Disjointed and non-personalized experiences, irrelevant and repetitive ads and inefficient workflows won't keep customers happy and costs down, and they certainly won't help you stand out from the competition."
Without quality, real-time data, marketers struggle to overcome persistent barriers and achieve scalable customer engagement. First, their reliance on other teams for different data creates a lag between gaining customer insights and producing engaging integrated campaigns. In addition, scarcity and inaccessibility of data and disconnected tools also make it difficult to deliver the personalized experiences that keep customers loyal. And finally, because they don't know the customer, they can end up wasting money on duplicate or broadly targeted ads and communications.
“Existing marketing solutions today are not capable of solving many challenges, simply because they are created based on campaigns, not being fed by current data. In this way, the information is isolated and the solutions become one-dimensional and without the capacity for expansion and scalability”, explains Marinho. Twilio Engage is built on data in Twilio Segment's CDP with native channels so marketers can deliver personalized customer experiences with proprietary and consented data, creating customer journeys in a single solution.
In short, Twilio Engage helps marketers:
- Save runtime by enabling the creation and activation of custom experiences from a single data-driven solution;
- Offer a unified omnichannel orchestration to rapidly create multi-step, multi-channel interactions based on real-time customer behavior;
- Make data-driven decisions faster by providing visibility into data insights without relying on other teams. Thus, it is possible to invest the budget more wisely;
- Have a complete view of the customer, creating specific and available profiles with real-time data collection at all points of contact;
- Orchestrate a journey focused on where the data is
- Engage at any time and through any channel.
The solution is available for demos at site.
