COVID-19 continues to change the way marketers do business, and new research shows that many CMOs, in particular, are revamping their customer experience (CX) strategy to cater to the fluctuating demands of their target audience.
Isobar recently conducted its global “Creative Experience Survey 2020,” and statistics showed that 64% of CMOs have either “completely” or “moderately” changed their CX strategy in response to the pandemic.
“As traditional routes to market and tried and tested marketing approaches have come under pressure, CMOs are increasingly turning to their agencies for fresh and transformative ideas,” note the authors of the survey.
Approximately 39% of CMOs have made commerce a greater focus of their CX strategy, while 58% have identified the innovative use of technology as the key to delivering a differentiated customer experience.
Marketing Technology and the Customer Experience
This is not the first batch of research to suggest that marketing technology (martech) may be the key to delivering a better customer experience.
Merkle published its “Customer Engagement Report” for the third quarter of 2020, and data indicated that according to 89% of marketers, martech is enabling more omni-channel experiences.
Additionally, 88% believe that their most recent technology purchase met their needs, suggesting that many marketers now have a positive view of martech integration, according to the authors of the report.
Just 1% of marketers said they are not investing in martech, with nearly 69% saying they have done so to accelerate digital transformation.