82% of Marketers Shifting Focus Toward Content and Customer Experiences

As marketers look to recover from the impact of the COVID-19 pandemic, new research suggests that they are focusing on refining the customer experience.

Designit published its “When Upheaval Leads to Elevation” report, and statistics showed that over the next two to three years, the majority of marketing and customer experience leaders (82%) intend to develop a new breed of content and generate experiences to gain a sustainable, long-term competitive edge.

About 81% of marketing and customer experience leaders believe that personalization and ease for the customer at digital touchpoints will be critical over the next few years. In turn, most respondents (62%) claimed that they will require a 360-degree, data-driven view of their customers.

In general, approximately 76% are now focused on improving the customer experience, and 71% of organizations are allocating more of their budget toward this effort.

Refining the Customer Experience in the B2B Sector

Previous research indicates that strategizing around the customer experience has been challenging for marketers, especially those in the B2B sector.

B2B International conducted its “2021 B2B Marketing Monitor” report, and data indicated that delivering an excellent customer experience throughout the entire customer lifecycle remains a top challenge for B2B marketers. Building/strengthening customer relationships in a digital world, as well as leveraging data to inform more efficient and optimized marketing programs are obstacles as well.

In the first quarter of 2021, about 81% of marketers said they had expected personalized marketing to have a direct influence on their overall strategy.