Marketing today is hard. Doing it well is becoming nearly impossible. In the days when communicating with consumers involved running a print ad, buying commercials on the few TV networks in existence, and creating radio spots, there were far fewer decisions to be made.
Technology and consumer expectations around personalized experiences have evolved at a pace that makes it extremely difficult for brands to keep up. People are used to relevant messages, recommendations, and offers from the platforms where they spend the most time (Netflix, Amazon, Facebook, Instagram, YouTube, Snapchat, etc.). When a brand has a relationship with a customer, that person assumes the marketer understands their needs, likes, and wants. Delivering on this vision is easy for the large consumer platforms with millions of authenticated users. Most brands do not have the same advantage and struggle beyond the most basic forms of personalization, a critical strategy for growing revenue, improving loyalty, and increasing marketing effectiveness.
While email and website personalization have existed for many years, the rules are changing by the day. For resource-constrained brands, it is increasingly difficult to navigate privacy legislation, evolving fundamental shifts in browser policies, and extract actionable signals from leading media properties. All of these problems are solvable, but not easy. Even more difficult is the fundamental shifts in the channels where consumers engage. How do brands tailor experiences when people are ditching cable for streaming services? How do they understand consumers’ behavior in podcast environments and react to these inputs? Intelligent cars will flood the market in coming years, with millions of vehicles on the road today with the ability to send and receive tremendous amounts of data through infotainment systems. These examples represent the tip of the iceberg for brands doing all they can to remain connected to their customers and avoid the pitfalls of disintermediation.
Marketing clouds assembled with technology acquired over the past twenty years have made these problems far worse, not better. Brands want automation, interoperability, and modularity. They’re not looking for another platform and need partners to make their current homegrown or commercial software just work better. While most marketers struggle with multiple challenges related to personalization, identity, automation, and visibility, their needs are not universally the same. The majority of brands would be happy to simply make their current investments in technology pay off and have a plan to address the ever-changing market around them. They do not want to be locked into a specific cloud, stack, or platform.
We launched Habu to solve the greatest challenges plaguing brands today, as well as the ones on the horizon. We know where the market is headed and can see the traps coming around the corner. Our mission is to proactively solve the automation, personalization, data, visibility, and privacy needs of today’s, and tomorrow’s marketers. With a team of industry veterans who know how to be the glue and operating system to make brands’ existing technology work for them, we’re well on our way to making marketing more automated, not more complicated. We are pioneers who built the most successful data platform in the 2010’s and that foundation will allow us to deliver on an even greater vision for brands in the 2020’s and beyond.