Report: Marketers Continue to Pivot to Adapt to Evolving Customer Behavior

As customer behaviors continue to evolve, new research indicates that marketers are adjusting the way they attempt to resonate with their target audiences.

Acquia recently published its “Customer Experience Trends Report,” and statistics showed that 49% of marketers have developed more content for customer engagement to adapt to new customer behaviors. Furthermore, 52% said that their organization has made it a priority to ensure that their branding has remained consistent for customers.

To achieve these objectives, 55% of marketers say that they have adopted a digital experience platform to manage both content and customer data. This has also helped them deliver a consistent, personalized customer experience.

In the past 18 months, 50% of marketers globally have adopted a customer data platform (CDP). Nearly 53% of these respondents said that their CDP leverages machine learning.

Marketers’ Struggle to Maintain Customer Data Privacy

Data privacy remains a concern among customers, and previous research suggests that it continues to impact the way marketers obtain and maintain their information.

The American Marketing Association conducted its “Future of Marketing Study,” and the research indicated that overall, 71% of customers are less likely to buy products from a business that sells their data without consent. Nearly 50% said they are “much less likely” to do business with a business that openly shares their personal data.

About 47% of customers believe that consent should be required before sharing their personal data with other companies. This is compared to just 24% of marketers who said the same.

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