​Report: It’s the era of experience but don’t forget the basics

New research reveals customer experience presents big opportunities but warns marketers should remember the fundamentals

We’re in the era of customer experience and marketers are investing big, but this should not be at the cost of neglecting key fundamentals such as data and analytics, a new report found.

The Digital Trends Briefing: 2017 Digital Trends released by Adobe in collaboration with EConsultancy, revealed more businesses are investing in content and design in an effort to create those experiences that will feel personal, compelling and memorable.

Based on a global survey of more than 14,000 digital marketing and ecommerce professionals across EMEA, North American and Asia Pacific markets, the report found customer’s experience and the content to support it continue to be top priorities for both marketers and their agencies when they think about where opportunity lies.

Over one fifth of client-side respondents ranked ‘optimising the customer experience’ as the single most exciting opportunity for the year ahead, slightly ahead of other areas such as ‘creating compelling content for digital experiences’ at 16 per cent.

A key part of delivering differentiated customer experiences in the future will involve looking beyond mobile and focusing on the Internet of Things, augmented reality and virtual reality channels, which were regarded by survey respondents as exciting prospects over the coming years.

Despite the continued focus on customer experience, the report showed investment in analytics is lagging and organisations are not building their data and analytics capabilities fast enough.

The vast majority (97 per cent) of survey respondents said they plan to increase or maintain the level of their investment in marketing analytics. However, this investment does not match the will, with analytics featuring further down marketers’ lists of priorities for 2017.

“It seems that many businesses are so excited to get into the experience game that they over-extend, neglecting to take care of the basics,” Adobe’s APAC VP of Marketing, Marta DeBellis, said. “But if you want to take design and content to deliver truly personalised experiences, you need a strong foundation of data.”

Meanwhile organisations that have a customer-oriented, agile and collaborative culture are better equipped to handle disruptive forces and even begin to instigate their own forms of disruption, shaking up stale and irrelevant practices to be more in tune with today’s marketing realities, the report found.

But the survey highlighted that building a culture and cross-team approach with the customer at the heart of all initiatives is easy for some, and extremely hard for others. In fact, it ranked as most difficult to achieve by 13 per cent of respondents, but easiest to achieve by 12 per cent.

According to DeBellis, getting the balance of content and data right often takes an increased focus on refining an organisation’s culture to adapt to these changing needs.

“Adopting a collaborative, cross-team approach where everyone is focused on the same goal of delivering experiences is hard, so it’s not surprising to see that many businesses are struggling,” she said.

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

Latest Videos

More Videos

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in