Report: A/NZ marketers behind global marketers for end-to-end customer approach

New report from the Economist Intelligence Unit and Marketo shows local marketers are still heavily focused on acquisition rather than holistic engagement

Australian and New Zealand marketers are behind their global counterparts when it comes to switching from an acquisition to end-to-end customer engagement approach, a new report claims.

The latest report produced by the Economist Intelligence Unit and sponsored by Marketo, entitled The Path to 2020: Marketers Seize the Customer Experience, found 86 per cent of marketers expect to own the end-to-end customer experience by 2020. However, when it came to current marketing program focus, A/NZ marketers were still be more focused on acquisition compared to the rest of the world (53 per cent versus 42 per cent).

According to the global findings, raising customer loyalty and better brand perception are the top two benefits marketers hope to realise through a more positive customer experience. Marketers also said they expect to increasingly interact directly with their customers through technology and personalisation as opposed to indirect media and advertising activity, with a single view of the customer key to achieving this objective.

Local marketers were also found to be less focused on bringing new skills into their marketing function compared to global marketers (13 per cent versus 20 per cent). In addition, only 29 per cent of A/NZ marketers saw pioneering new and emerging technologies to engage audiences to be a strategic priority by 2020, compared to 40 per cent of respondents globally.

Marketo’s local managing director, Greg Taylor, said the study should sound a warning ball for the local industry.

“The study hints that we are slower to adopt to some of these changes,” he said. “Australia and New Zealand are both relatively small, yet lucrative markets. It makes sense to focus on building a strong bond with your existing customers to leverage greater value. We need to move on from a pure focus on acquisitions and embrace technology that will help build better brand relationships.”

Overall, 87 per cent of global marketers surveyed for the report believe their departments will exercise significant influence over business strategy by 2020, and 78 per cent expect to have the same influence over company technology decisions. Core technologies anticipated to have the biggest impact on marketing over the next five years are mobile devices and networks (59 per cent), personalisation technologies (45 per cent) and the Internet of Things (39 per cent).

Top channels of communication in 2020, meanwhile, are expected to be social media (63 per cent), the Web (53 per cent), mobile apps (47 per cent) and mobile Web (46 per cent).

The report also showed marketers are currently most often measured by their organisation in terms of revenue impact and customer acquisition, but expect budget efficiency and ROI to become more important by 2020.

The Economist report was based on qualitative, in-depth interviews with about 500 senior marketers globally. It follows on from a similar report undertaken last year, which again showed the importance of marketers in owning customer experience within their organisation.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Well, I wish we could change the situation. But I am not sure it's possible.

Patricia Miller

Does social media make astroturfing acceptable?

Read more

Latest Podcast

More podcasts

Sign in