As marketers look ahead to the coming months, new research suggests that digital marketing tactics will be focused on providing a personalized, unique customer experience to their prospects.
Adobe recently published the “2020 Digital Trends” report, and statistics showed that 25% of CX leaders and 23% of mainstream marketers will be focused on targeting and personalization at their organization in 2020. About 20% of CX leaders and 27% of mainstream marketers also stated that customer journey management will be a top priority at their company this year.
Approximately 36% of CX leaders claim that they have already incorporated delivering personalized experiences in real-time into their business, and 38% of large organizations stated the same.
Delivering a Consistent Customer Experience
Although marketers are dedicated to providing a memorable, consistent customer experience, previous research suggests that they have not always been successful in this area.
Dun and Bradstreet, along with AdWeek, conducted the “B2B Enters the Experience Era: 2020 Data-Driven Marketing and Advertising Outlook” report, and statistics showed that for most marketers (43%), it is “extremely important” to deliver a consistent customer experience across digital and offline channels.
That being said, just 7% said they were “well above the competition” when it comes to actually achieving this goal. The majority of respondents (36%) claimed that they were just “on par” with the competition.
Most marketers (33%) stated that they are frequently unable to fully leverage the data and data tools that they currently have, and it’s hindering their ability to deliver an enhanced cross-channel or omnichannel customer experience.