Rethinking Corporate Gifting: The Rise of Targeted Incentivized Engagement
Corporate gifting has long been a staple of business relationships, client engagement, and employee recognition. Historically, this has often meant SWAG — ‘Stuff We All Get’ — a general assortment of branded items handed out with little personalization. However, in the digital age, companies such as Sendoso, Reachdesk, and many others are bringing an innovative, strategic approach that’s transforming corporate gifting into a powerful tool for personalized, incentivized engagement.
These platforms have been categorized as corporate gifting or sending platforms, but such descriptions don’t fully encapsulate their strategic significance within the marketing chain. This conventional labeling overlooks the impact of these platforms on customer acquisition, retention, and relationship nurturing, which extends far beyond mere gifting. It’s time to broaden our understanding and introduce a more fitting descriptor for this category — “Targeted Incentivized Engagement” (T.I.E).
The Need for a New Terminology: T.I.E
T.I.E accurately encapsulates the nature of this evolved corporate gifting approach. It represents a shift from non-specific, generic gifts towards a strategy that “ties” the gift with the recipient’s preferences, fostering a deeper connection.
The “Targeted” component acknowledges the platform’s capability to tailor experiences to specific individuals or accounts, representing a departure from a one-size-fits-all approach. These platforms take cues from direct marketing approaches, using data-driven strategies to understand recipients’ needs and preferences, delivering personalized, highly relevant gifts. “Incentivized” indicates the gifting acts as an incentive, encouraging the recipient to take a particular action, such as attending a meeting or webinar or enhancing customer loyalty. Finally, “Engagement” signifies the ultimate goal, driving interaction and strengthening relationships.
Despite the current economic situation, the corporate gifting market is forecasted to reach $325 billion by 2025. In the digital age, where personalization is king and many companies face shrinking budgets, getting the best value and impact from every marketing dollar is crucial. T.I.E platforms, by virtue of their personalized approach, offer a higher ROI compared to traditional gifting, positioning them to capture a significant share of market growth.
Established Players of the T.I.E Movement
Companies like Sendoso and Reachdesk are pioneers in the T.I.E. space, even if the industry hasn’t labeled them as such. Their innovation transcends the traditional corporate gifting realm by developing sophisticated platforms that intelligently match the right gift to the right recipient at the right time.
These companies are not just about sending gifts; they are strategic operators within the marketing chain that drive engagement, nurture relationships, and have a tangible impact on bottom-line results.
Enter Cardii: Taking Gift Cards to New Heights
In founding Cardii, our vision was clear: to fill a noticeable gap in the corporate gifting landscape. While many companies provided generic gifts, there was a lack of platforms that offered tailored, memorable digital experiences. At Cardii, we recognized the need for more than just gifts; we saw the potential in creating moments. By integrating cutting-edge technologies like Augmented Reality (AR) and Artificial Intelligence (AI), Cardii takes corporate gifting beyond transactional exchanges, fostering genuine connections and unforgettable experiences.
Cardii transforms the gift card industry, projected to reach $220 billion, by making every gift card a journey and every corporate gesture a testament to the depth of business relationships. Especially considering digital gift cards represent up to 60% of all gifts given by companies looking to build deeper relationships, the potential for impact is significant.
In viewing the corporate gifting process through the lens of T.I.E., we recognize its pivotal role in today’s marketing chain. Companies like Cardii, Sendoso and Reachdesk have championed this shift. Their collective endeavors are transforming business relationships, customer engagement, and marketing strategies, with Cardii adding a unique touch to the gifting experience. As we venture further into this era of personalized corporate engagement, it’s exciting to anticipate the innovative solutions and experiences that will further bridge the gap between businesses and their valued stakeholders. We invite you to be a part of this journey and to embrace the opportunities that T.I.E brings to the table.