Braze launched their annual Customer Engagement Review — filled with research-backed insights on what's top of mind for the modern marketer.

We're leveraging these insights to provide actionable recommendations on how to leverage Braze to navigate today's challenges and continue to evolve the how the work of marketing gets done.

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Customer Engagement Review Overview

Customer engagement is a craft — one that weaves together diverse skill sets, ways of working, and bold experimentation.

The 2025 Customer Engagement Review is Braze's flagship report brings together insights from 2,300 marketing leaders and data from over 5.7 billion global users, spotlighting the top customer engagement trends for the year ahead — ultimately shining a light on the key challenges marketers are facing as they navigate the ever-evolving complexities surrounding the refinement of their craft of customer engagement.

This year, the key themes they identified are:

• Mold your messaging: Merge content and technology to get it right
  Per the Customer Engagement Review (CER), 93% of marketers use technology-driven approaches like personalization and AI to deliver effective messaging, and 86% also leverage content-driven tactics such as visuals and humor. However, marketers are challenged with using the right tools and processes to test their messaging, and having agile processes that allow for timely capitalization on trends that are driven by social media and pop culture moments.
• Build trust through transparency: Advanced personalization relies on openness and trust to succeed
  The CER cites that 99% of marketing executives saying they have been an impediment to next-level customization. That impediment? Getting customers to willingly share the data needed to power advanced personalization. The "easy" resolution is to sprinkle in messaging at key lifecycle moments that transparently outlines the benefits of customers handing over more personal information — but many brands are still hesitant to do this.
• Enhance experiences over time with AI: Scale, experiment, and drive continuous improvement today, with AI as your copilot
  We can't talk marketing in 2025 without talking about AI — right? There's still a lot of confusion about what's AI vs what automation — but where AI shines is helping marketers sift through data to uncover insights, and act on those insights. Over time, effective use of AI leads to higher-performing messaging, faster processes, and ultimately: uplifts in engagement and revenue.

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These challenges and themes are top-of-mind for marketers because there is no simple solution. The world is changing (fast), and marketers are doing their best to keep up. To make this information a little more bite-sized, we created our Customer Engagement Scorecard to help marketers understand exactly how they stack up when it comes to evaluating how prepared they are to tackle these challenges. No matter where you land, every level will get tactical recommendations on features and optimizations to make in Braze to help you move forward, get the most out of the platform, and ultimately: take your marketing to the next level.

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