Article originally appeared on Street Fight on April 24, 2017 by Stephanie Miles

Marketers are in control over the channels they use to communicate with customers and the type of content they put out, but once a marketer presses “send” on an email, social, or SMS campaign, consumers take the reins in deciding how to engage with the content they receive. Low engagement rates can derail even the most ambitious digital marketing program, leading marketers to look for more surefire ways to guarantee the success of any communications they send.

By repurposing customer data from connected platforms, like point-of-sale (POS) and customer relationship management (CRM) systems, marketers are able to generate more personalized digital content. Marketers are also relying more heavily on platforms that use predictive algorithms to uncover which customers or prospects are most likely to be influenced by which specific channels or campaigns.

Here are five examples of marketing platforms that use predictive technology to improve customer communication and increase engagement rates.

1. Bridg: Capturing and converting customer emails
Bridg is a digital marketing platform designed for restaurants and brick-and-mortar retail brands. The platform uses predictive algorithms to help businesses identify the specific customers most likely to be influenced by outreach on various channels, including email, mobile, social, and SMS. Bridg collects data by integrating with a business’ point-of-sale system and then aggregates that information into a CRM database. Predictive algorithms are then used as guides in developing custom customer communications. It’s used by restaurant brands like Papa Gino’s and Hungry Howie’s.

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