Connected Interaction to Power Brand Attraction

Continuing Conversations Around Experience, Engagement and the Power of Personalization

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Overview

The CMO Council, in partnership with IBM, is taking the next step in its look into the digital experience in a new research initiative that aims to better understand where and how marketers are investing, adapting, and connecting experiences and engagements with customers. From the data we collect to the experiences we deploy, how are marketers advancing into the new connected landscape that must seamlessly bind digital and physical touchpoints?

By gaining deeper insights into customer behavior and intentions, marketers are becoming more adept at using every channel of interaction and every customer touch point to deliver more relevant and meaningful messaging, as well as more personalized, timely and valued offers and information. These are driving significantly better response rates, increased transactional volumes, higher consumer recall, and stronger customer affinity and advocacy.

This study assessed the degree to which leading marketers are embracing new digital channels and content management technologies to realize the full value of rich media engagement, crowdsourced content, and mass-customized commerce through higher levels of personalization and tailored interaction. It brought together leading voices and top brand decision makers to gain perspectives and views, discuss shared interests and needs, as well as promote best practice adoption in this critical area of online marketing and business performance. 

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Facts & Stats

86% of senior-level marketers say that it's absolutely critical or very important to create a cohesive customer journey. - Salesforce

More than a third of CMOs say that digital marketing will account for 75% or more of their spending within the next five years. - AdWeek

On average, 60% of a marketers' time is devoted to digital marketing activites, fueling demand for digital marketing skills. - Smart Insights

By 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago. - Gartner

3 billion active Internet users (45% of the world’s internet users). - Jeff Bullas

Nearly 2.1 billion people have social media accounts. - Jeff Bullas

As millennials are more ‘experience-loyal’ than ‘brand-loyal,’ consumer engagement is quickly becoming a far more influential factor in building positive brand perception. - Loyalty360

29% of adults in developed markets trust what they hear about companies through social media more than information they see elsewhere, compared to 59% for emerging markets. - Nielsen

Fully engaged customers are 37% more likely to be loyal to banking brands. - Loyalty360

Customers who are fully engaged represent 23% premium in terms of share of wallet, profitability, revenue, and relationship growth compared with the average customer. - Neosperience

70% of buying experiences are based on how the customer feels they are being treated. -  Neosperience

86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations. - Neosperience  

Digital marketing spend is forecasted to increase to 35% of total budgets by 2016. - Marketeer

51 percent of companies who plan to increase their digital marketing budget in 2015, the average increase will be 17 percent. - Gartner

Sixty-eight (68) percent of respondents said that their company had a separate digital marketing budget. - Gartner

Only 34% of organisations have compiled a digital marketing strategy that’s incorporated into their marketing strategy. - Wersm

67 percent of marketers say increasing sales directly attributable to digital marketing campaigns is a top priority this year. - Forbes

Companies will spend $135 billion on digital marketing collateral this year. -  Webbiquity

Customer testimonials have the highest effectiveness rating for content marketing at 89%. - Webbiquity

Nearly three-quarters of US marketers believe customer response management on digital channels is important. - eMarketer  

Email marketing delivers the highest ROI (about $44 per dollar spent, on average) of any digital marketing tactic. SEO is #2. Banner ads have the lowest ROI. - Markthemarketer

Interesting content” is one of the top three reasons people follow brands on social media. - Slideshare  

72% of marketers think branded content is more effective than advertising in a magazine; 69% say it is superior to direct mail and PR. - Slideshare

Digital technologies influenced an estimated 49% of in-store sales last year ($1.7T), in line with previously-released projections and up from 36% the year prior. - Marketing Charts

Brands have only managed to improve their ability to satisfy consumers’ expectations by 7% this year. - Forbes

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Studies & White Papers

January 2016 - State of Digital Marketing Analytics in the Top 500 Online Retailers - Cardinal Path

January 2016 - The Brave NEw World of Digital Marketing -Frost & Sullivan

November 2015 -Meet Predictive Journeys - Salesforce

June 2015 - Dawn of the Digital Marketer - Salesforce

May 2015 - Navigating The New Digital Divide - Deloitte

April 2015 - 2015: The Year Of The Big Digital Shift - Forrester

November 2014 - Presentation for CMO Survey 2015: Eye on the Buyer - Gartner

Articles

January 2016 - 14 Digital Marketing Mistakes and How to Avoid Them - CIO 

January 2016 - Lead Nurturing is the Future of Digital Marketing - Business2Community

January 2016 - The Evolution of Digital Marketing and Changing Customer Expectations - Marketing Land

December 2015 - Why Should You Digitize Your Marketing - Martech Advisor

December 2015 - 2016 B2B Marketing Strategies: Trend Tech-Savvy, Data-Rich, and Customer-Focused - Content Standard

November 2015 - Why We're Getting "Customer Focus" All Wrong - MyCustomer

October 2015 - How Marketing Tech lets you get Personal with your Customers - CIO

September 2015 - Hyper-Personalization: How To Use Data To Build Loyal Customer Relationships - Marketing Land

April 2015 - Digital Marketing Trends 2015-2016 - Power/Traffick.com

April 2015 - Brand Vs. Agency - Managing Digital Experience And The Age Of Digital Enablement - Forbes

April  2015 - Great Digital Customer Experience Must Be More Than Skin Deep - Forbes

March 2015 - Why Engaged Customers are Your Best Customers: Facts & Figures on the Value of Engagement - 12 ahead

February 2015 - 2015's Brands With The Most Loyal Customers -Forbes

February 2015 - The State of Digital Marketing in 2015 - Adweek

January 2015 - 3 Digital Marketing Mistakes To Avoid In 2015 - Forbes

January 2015 - 10 Statistics on Top Digital Marketing Strategies for 2015 - Business2Community

Blogs

3 Ways to Use Customer Behavior History to Predict the Future - HubSpot

The Secrets to Combactting Content Overload: How to Craft Content People Love - Buffer

What Worries Retailers about their Digital Transformation - Digiday

Books

Audience: Marketing in the Age of Subscribers, Fans and Followers - Jeff Rohrs

Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content MArketing - Lee Odden

Epic Content MarketingL How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less - Joe Pulizzi

Program Themes

  • CX Strategy
  • Customer Behavior
  • Customer Insights
  • Customer Engagement

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