Customer experience continues to stay front of mind for many marketers, according to the latest Digital Trends report [download page] by Econsultancy and Adobe. Out of the more than 12,500 B2B and B2C professionals surveyed, a leading 20% of the B2B organizations reported that optimizing the customer experience is their single most exciting opportunity in 2019.…
However, while optimizing customer experience comes top for B2B, it takes second place to data-driving marketing that focuses on the individual (21%) for B2C marketers. B2C marketers may be paying heed to consumers’ views: a recent study found that fully three-quarters (74%) of consumers expect companies to treat them as an individual, not as a member of some segment like “millennials” or “suburban mothers.”
Creating compelling content for digital experience was also exciting for B2B (15%) and B2C (13%) organizations. Some 10% of B2Bs are excited about video to increase brand engagement with the same percentage seeing opportunity in using marketing automation to increase efficiency and yield. On the B2C front, 7% and 8%, respectively, found those two areas to be their most exciting opportunities of the various options listed (see the chart above).
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