Program Details

Critical Channels of Choice

What You Need to Know to Better Engage Your Customers in the "New Normal".

Sponsors and Partners:

Sponsors and Partners:


In today’s omni-channel world, consumers have a myriad of channels they can use to communicate with the brands they do business with. Marketers know they need to meet consumers in their moment of need, but what channel is that consumer going to select, and does it differ depending on need? The CMO Council, in partnership with Precisely, undertakes an annual study to understand how unique individuals leverage the channels at their disposal to communicate with the brands they do business with, research a product or service, or find help in a moment of need.  


Last year, the CMO Council undertook its first annual report to understand a fundamental question: When the moment is critical, where do consumers turn? Yet what we found was, no matter what the generation, from Generation X all the way to the silent generation, consumers want a blend of both digital and physical channel experiences.

The key here is which channel is preferred depending on the unique needs of that individual. We found key differences across age groups, genders and geographies around channels of choice as it relates to each of the key moments in the user journey.

This year, we’re looking to dive back in and see, in the age where digital is dominating, where consumer preferences are shifting in how they communicate with companies they do business with. Are they sinking into the digital-only realm? Or has this forced-digital realm made consumers long for a return to in-person interactions?

Research: Survey & Reports



Curated Facts & Stats

The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.

Source: Bernard Marr/Forbes

The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.

Source: Marketing Week

Shopping habits of the younger cohort differ significantly from baby boomers. Approximately 37% of Gen Z consumers allowed tracking in order to see more relevant advertising, with the remaining 43% opting out. For baby boomers, the vast majority opted out.


Omnichannel allows us to build lasting and valuable relationships with customers-- omnichannel customers spend 50 percent to 300 percent more than traditional shoppers. In that way, omnichannel does what all brands aim to do: attract, engage and convert customers.


Generations to follow are changing the tides of customer service as 77 percent of consumers aged 18-34 think positively of brands that offer fast channels, like texting, for customer service.


An update in the global retail forecasts models the possible impact of COVID-19 in that North American retail sales will contract by 2.5 percent in 2020 and e-commerce sales will grow faster than in 2019.


U.S. retailers’ year-over-year revenue from online sales was up 68 percent as of mid-April 2020, surpassing an earlier peak of 49 percent in early January.


The consumer demographic has been shifting in significant ways: Gen Z and millennials now represent a whopping $350 billion in spending power in the U.S. alone.



Curated Reading

Program Themes

  • CX Strategy
  • Online Advertising
  • Digital Marketing