The path to 2020: Marketers seize the customer experience is based on a global survey of 499 CMOs and senior marketing executives, plus in-depth interviews with leading CMOs. The research explores which technologies and customer trends are likely to change marketing organisations the most over the next five years.
Marketers have spent much of the past decade working on perfecting their ability to understand the customer through personalisation. What is different about 2016 through 2020 is how CMOs are matching that understanding with direct action that drives engagement—and doing so at scale. The survey data and interviews reveal that leading CMOs are pioneering a new model that blends a deep understanding of a customer’s contextual situation with timely, tailored delivery of relevant content and marketing assets.
To illustrate this process at work, the EIU developed a framework—“The layers of engagement”—that classifies the elements that contribute to a personalised customer experience, and how it creates value for a customer and for a marketing organisation.
Other insights from the research include:
- CMOs own the customer experience full stop.
- But marketing complexity is growing sharply.
- Top marketing channels are those that lend themselves to personalising the customer experience.
- Customer experience drives brand equity more than ever.
- Future innovation will focus on small screens and no screens.