In an era where change is constant and customer expectations evolve faster than most tech stacks can keep up, marketers are faced with the very real choice: adapt or become obsolete. MoEngage’s recent book, The Customer Engagement Book: Adapt or Die, offers a rallying cry for marketers navigating this reality. It’s a tactical guide to surviving the age of hyper-personalization, real-time engagement, and fragmented user journeys.
At Branch, we believe that the connective tissue of this entire ecosystem — the piece that too often gets overlooked — is your links.
Because in a world where every tap and click matters, the path to engagement (and re-engagement) starts with how a customer lands in your app, your website, or your personalized offer.
Here’s our take on the book, and why it reinforces the growing importance of owning the entire customer journey from link to loyalty.
1. Change isn’t coming — it’s already here
The book opens with a clear message: consumer behavior is in a permanent state of flux. From channel proliferation to skyrocketing expectations, the marketer’s job is no longer about controlling the funnel — it’s about optimizing it in real time.
Branch’s take: You can’t optimize what you can’t track. It’s vital to not only surface insights into changing behavior, but also dynamically route users based on context — device, channel, campaign, or user profile. In this new era, smart links don’t just measure engagement. They create it.
2. Engagement is revenue. Full stop.
The book makes it clear: customer engagement isn’t a nice-to-have. It’s a profit driver. When users stay active, spend more, and churn less, growth follows.
Branch’s take: You’ve invested heavily in acquisition. But if your links are breaking between web and app, or if your attribution is fragmented across platforms, you’re just leaking value. You need seamless transitions across every touchpoint, so the customer stays connected — and your ROI is maximized.
3. Martech is the engine — but it’s useless without a map
There’s no shortage of tools. But according to the book, the marketers who win are the ones who can connect those tools into a flexible, insight-driven stack.
Branch’s take: Your link infrastructure is the connective layer across your entire martech ecosystem — from CRM and push notifications to retargeting and analytics. Links should provide consistent user signals that travel across sessions, platforms, and even reinstall events.
4. Influence starts with insights
Driving internal change like new campaigns, new tools, new investment comes down to how well marketers can tie efforts to outcomes.
Branch’s take: Whether you’re proving the value of your latest omnichannel campaign or securing buy-in for a new initiative, your analytics should translate user engagement into clear, actionable business results.
5. Omnichannel isn’t optional anymore
Marketers know this, but executing seamless, cross-channel strategies remains a hurdle. The book emphasizes building simple frameworks that use the right channel at the right time.
Branch’s take: Consumers don’t think in channels — they think in experiences. Whether it’s email, app, mobile web, or in-store, they expect brands to remember who they are and pick up the conversation where it left off. That’s why omnichannel isn’t just a best practice anymore — it’s the baseline for meaningful engagement and retention.
But here’s the challenge: an omnichannel strategy falls apart if user identity breaks among those touchpoints. With cross-platform deep links and unified attribution, brands can create seamless, personalized experiences that persist across every interaction — even reinstall events.
6. Data without action is a dead end
According to the book, engagement data is only useful if it drives decisions. That means insights must be real-time, actionable, and tied to outcomes.
Branch’s take: Raw numbers are great, but not always readily useful. You need cross-platform attribution that makes your engagement data truly useful. From re-engagement campaigns to retention flows, data clarity that gives you the ability to act fast and optimize effectively is paramount.
7. Frameworks are your friend
Finally, the book wraps with a call to use structured, flexible frameworks to guide engagement strategy. It’s a reminder that agility doesn’t mean chaos; it means having repeatable systems that can adapt.
Branch’s take: Your customer journey isn’t linear and your frameworks shouldn’t be either. Your linking infrastructure should support every touchpoint, adapting as the journey unfolds. Whether it’s a QR code scan, a shared referral, or a dynamic banner, our platform supports the flexibility and repeatability needed for modern growth teams.
Final take
Adapt or Die reflects what we already know but sometimes struggle to act on: engagement is everything, and the most resilient marketers are those who master the art of real-time adaptation.
At Branch, we’ve always believed that how users get to your app is just as important as what they do once they’re there. This book reinforces what our customers experience every day: in a fragmented digital world, smart deep linking is critial to engagement.
If you’re navigating this landscape, let’s talk! Because no matter how fast your martech stack evolves or how complex your customer journeys get — Branch will be there to connect every tap, click, and conversion.
For MoEngage’s complete take, download the The Customer Engagement Book: Adapt or Die book today!
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