The News: Twilio announced the launch of Twilio Engage, a first-of-its-kind growth automation platform that will help marketers deliver exceptional omnichannel campaigns and experiences for the digital era. Twilio Engage is the newest key pillar in Twilio’s Customer Engagement Platform. Read the full press release here.
Twilio Launches Twilio Engage, First-of-its-Kind Growth Automation Platform
Analyst Take: Twilio Engage is the first in a series of expansions that I expect to come from Twilio following the Segment acquisition. The launch further expands the company’s diversification into broader marketing and CDP solutions, and has the potential to change the MarTech stack, disrupting traditional multichannel campaign management tools. With an out-of-the-box functionality, marketers can build a custom-fit solution using a combination of tools, data integrations, analytics, and messaging to deliver the customer engagement that is necessary in today’s marketplace, all at scale. B2C companies can harness the power of first-party customer data to personalize the entire customer journey, improving acquisition, conversion, and retention. All of which will improve the bottom line and help organizations stand out from the competition.
Data Overload Driving the Need
According to Twilio’s 2021 State of Customer Engagement Report, the volume of digital interactions increased by 54% in 2020. And that means an influx of data. But unfortunately, not many companies have figured out how to fully utilize first-party data to uncover helpful insights that can be leveraged for better customer experiences.
Hyper-personalized customer experiences are needed from the first customer touchpoint to build and nurture customer relationships that can result in long-term customers and even brand advocates. Twilio Engage is designed to make this possible, and the solution shows an encouraging mix of features, and whatever needs more, I expect Twilio’s robust developer platform will be well trained and positioned to build upon.
Twilio Engage Changing the Game for Marketers
With the combination of Twilio Segment’s customer data infrastructure and Twilio’s scalable communication APIs, marketers can easily build and deliver top-notch customer experiences. Twilio Engage, at time of launch, offers 400 integrations so marketers are more empowered to achieve the modern marketing holy grail… right customer, right message, right time.
Twilio Engage also enables: (According to the company’s press release)
- Accelerated campaign delivery. With real-time insights and automation, marketers don’t have to rely on data scientists to pull and analyze data. Eliminating this step will enable faster decision-making and campaign delivery.
- Every interaction has a personal touch. With clean and accurate first-party data, marketers can give every engagement a personalized touch.
- Combine tools that are needed. With Twilio’s extensible APIs, marketers can use a combination of tools to fit their unique marketing needs.
- Monitor in one place. Campaign dashboards in a single interface will give marketers the ability to monitor every campaign in real-time and make changes where necessary.
Twilio is Optimizing for Our New Reality
I feel like the data conversation has been persistent, but that doesn’t make it less relevant or important. Data is the lifeblood of our consumer economy, and the volume of customer interactions and data touchpoints will only continue to increase. The new reality that we are facing business challenges that can be solved by data, but this requires new tools that can elevate companies above the competition. The launch of Twilio Engage shows significant promise for the company’s growth prospect, for its customer’s net revenue expansion and broader utilization of Twilio and will undoubtedly provide the current competition with a new challenger that has shown an acute focus on product can provide a clear path to market leadership.
Disclosure: Futurum Research is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
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Daniel Newman is the Principal Analyst of Futurum Research and the CEO of Broadsuite Media Group. Living his life at the intersection of people and technology, Daniel works with the world’s largest technology brands exploring Digital Transformation and how it is influencing the enterprise. Read Full Bio