As customer experience (CX) continues to be a primary focus of marketing efforts across a wide swath of industries, a survey of nearly 13,000 marketing, creative and technology professionals in the digital industry shows that organizations committed to CX are shown to outperform their peers.
“Digital means that customers now have more power to engage with brands in their own terms. This has changed the way companies interact with their customers, who expect great experiences as standard. For businesses that put the customer at the center of everything they do, it’s clear the investments are paying off,” says John Watton, senior marketing director at Adobe, which partnered with Econsultancy in publishing the 2018 Digital Trends report.
Key findings from the Digital Trends report include:
Respondents identified optimizing customer experience as the most exciting opportunity for the year ahead (19 percent), ahead of data-driven marketing that focuses on the individual (16 percent) and creating compelling content for digital experiences (14 percent).
Digital skills are vital for a range of marketing tools and platforms. Almost three-fourths (73 percent) of respondents agree their companies are “combining digital marketing skills with technology.” Companies doing this are nearly twice as likely to have surpassed their 2017 business goals by a significant margin (20 percent vs. 11 percent).
The top strategic priority for organizations in 2018 is content and experience management. Almost half (45 percent) of companies surveyed rank this as one of their three most important priority areas for the year ahead, with one-fifth stating this is their primary focus.
A link to the 2018 Digital Trends report can be found in the Additional Web Resources box at SalesandMarketing.com.
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