Wednesday, May 18th, 2016 | 4 min read
You likely have a prized, albeit slightly dusty, collection of Britannica encyclopedias somewhere in your home. And that set likely came from one of the company’s door-to-door salesmen. For decades, this fleet of buttoned-up hopefuls marched across the country to peddle the famous books.
Four years ago, Encyclopedia Britannica announced that after 244 years, they were discontinuing these printed artifacts.
Britannica is just one example of well-established organizations impacted by the tsunami of digital transformation. In fact, over the past 50 years, the average lifespan of an S&P 500 brand has diminished – shrinking from 60 years to a mere 18.
It’s a nerve-wracking time to be a brand. But, it’s also the time to seize new opportunities – to adapt to change and ensure that your brand survives and prevails beyond two decades. One of these opportunities has surfaced through IBM’s new strategic integration with Sprinklr.
Combining the power of Universal Behavior Exchange (UBX), part of IBM’s Marketing Cloud, with Sprinklr’s Experience Cloud™ will give brands a strategic new solution for delivering personalized customer experiences at scale. Sprinklr now connects to data sources within UBX, including e-commerce, CRM, and payment processing data, and automatically creates target segments on social platforms including Twitter and Facebook. These segments are continually updated to ensure customers are targeted with messages relevant to them based on recent behavior, speeding up time to execution from months to days.
Imagine you sell running gear. You want customers who’ve been googling running shoes lately to buy from you instead of a competitor. You target these customers with social ads for your latest model, in the hopes that they’ll buy a pair from your ecommerce site. Once the transaction is made, it no longer benefits you to show this audience ads for sneakers—they already have a pair. You’re taking up precious space on their news feed and wasting a perfect opportunity to provide more value for your customer. What if those customers were automatically targeted differently, with the knowledge that they have sneakers—maybe now they need shorts for the upcoming summer season, or socks that match their shoes.
Sprinklr’s automated audience segmentation combined with IBM’s Marketing Cloud will make it possible for brands to do just that.
The integration will help brands use social and commerce data to improve social advertising segments in real time, which will simultaneously drive commerce and improve customer experiences. In short, the integration will enable IBM users to reach the right people at the right time with the right content, and grow their customer base as a result.
When Encyclopedia Britannica announced that they were discontinuing their printed artifacts, it wasn’t the end of their brand. The move was embraced as the capstone of their transition to the digital world. Their editor-in-chief, Dale Hoiberg, wrote:
“Today, with the end of the Britannica print set, we complete the transition from print to digital. Although we continue to produce some high-quality print products, Britannica is proudly in the digital camp.”
In a changing world, Britannica used technology to shepherd its business through uncertain times.
The Sprinklr-IBM integration will help brands do the same. It will help our clients provide their customers with the highest possible caliber of experiences, and meet their skyrocketing expectations in this customer-first world. It will also help brands adapt to the ever-changing digital landscape, and increase their chances for success.
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