Why martech platforms need an omnichannel partner 

Andy Gladwin, Partnerships & Messaging GTM Leader at Marigold, discusses the future of martech platforms and explains how the right omnichannel communications partner can help platform companies improve customer experience. 

Content Marketing Specialist

Monika Karlović

Content Marketing Specialist

More and more businesses are understanding the need for personalized customer interactions on the most popular digital channels. Platform companies, specifically, that have adopted an omnichannel approach to customer communication have experienced positive results. 

To better understand the role omnichannel communication plays in platform success, we talked to Andy Gladwin, Partnerships & Messaging GTM Leader at Marigold

Watch the video or read on to learn how having the right omnichannel communications partner can help platform companies improve their overall customer experience and reach their long-term business goals. 

The evolution of customer experience for platforms 

Over the last three years, industries worldwide have had to quickly evolve in two key ways:

1. Physical to digital touchpoints 

The expectations of consumers have shifted drastically. Businesses have had to think about how to create greener and more hygienic solutions for users, and that means moving many physical interactions in the digital world. This has become a standard across industries, and platforms need to provide businesses with the right solutions to make this shift as seamless as possible.  

2. Customer consent and data protection 

Consumers have become more aware and concerned about what data they are sharing with businesses and how brands are using their information. Things like GDPR, CCPA, the removal of cookies, and additional regulations around data collections have forced businesses to change how they obtain and use third party data. Martech platforms like Marigold try to provide simple solutions for brands to navigate these evolving changes with ease. 

The future of omnichannel customer experiences 

Everyone can still remember the web age when the move for brands to the digital world began with building websites and online stores. Then, thanks to smart phones, came the age of the app, and brands could reserve their own piece of real estate on a consumer’s phone.

We’re now living in the conversational age, where messaging is king, and brands can interact directly with customers on the channels they love.

Gladwin mentions that the thing to look out for in the future is who the main players are when it comes to business messaging. Right now, they include WhatsApp, Viber, RCS, and more, but with more social platforms emerging and providing businesses with a place to try out new use cases, brands shouldn’t be closed off to exploring different channels other than SMS or Email, be it on a regional or global level.

I think that these channels (WhatsApp, RCS, Viber) are going to mature, they may not be the same as what they are today, but my hope is that there is going to be greater adoption to be able to cater to consumers in an environment that is more preferred, habitual, native, richer, and more engaging.

Andy Gladwin

Partnerships & Messaging GTM Leader at Marigold 

How will this affect use cases?

Gladwin highlights that self-service use cases are likely to dominate in the future. Customers are looking for conversational experiences, but also expect to find fast, in-depth answers to their queries. The best part they can do this in environments and channels they are familiar with using.  

I think what will be interesting to see is how AI will start to complement this. At this stage it’s a ‘wow’ factor but is it driving efficiency for brands or is it losing the human content? There is also a fear of if it starts to go wrong how is data managed? This could lead to a drop in trust from consumers.

Andy Gladwin

Partnerships & Messaging GTM Leader at Marigold 

So, the combination of omnichannel self-service use cases and AI is certainly the direction we are headed towards, but brands should be strategic and careful about how to use AI when interacting with customers and evolve use cases as the technology evolves and strengthens.

Some potential use cases we might see more of for self-service can include:

  • Re-booking your own flight over chat 
  • Scanning a QR code to get details about how to build the furniture you bought 
  • Returning a product over chat 
  • Coordinating with a travel concierge  

Benefits of platform partnerships

If you look at serving the world’s brands, you need to look at the whole value chain to be effective in how you do that. 

Marigold takes care of marketers around the world across all verticals. But to provide deliverability, scalability, and connectivity – they must look to vendors to help them achieve the best results. 

We have customers that want to send SMS to any carrier around the world, and that’s exactly what Infobip helps us to provide.

Andy Gladwin

Partnerships & Messaging GTM Leader at Marigold 

But it’s not just about the reach, because not every message is equal. For Marigold, another great dependency is on tier ones. That’s why Infobip is a strategic partner because with tier one providers, there are less hops from sender to receiver, which means:

  • fewer points of failure 
  • greater service stability 
  • lower latency 

For us, it’s about reach, reliability and deliverability so that we can focus on the content and value for our customers and the deliverability is taken care of by Infobip.

Andy Gladwin

Partnerships & Messaging GTM Leader at Marigold 

Optimize martech platforms with CPaaS

Discover how CPaaS can help martech platforms scale, drive efficiency, and grow revenue.

Download eBook

You might also like:

Nov 17th, 2023
5 min read
Content Marketing Specialist

Monika Karlović

Content Marketing Specialist