Critical Channels of Choice
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?
How Covid Has Changed the Channels of Engagement
Explore the opportunities and challenges of delivering seamless omnichannel experiences, the rise of digital channels, and the role of traditional channels within the marketing mix.