2016 has proven to be an exciting year for companies whose marketing teams have rallied around the primary focus of enhancing the customer experience. It’s no surprise, given the data collected from the Econsultancy 2016 Digital Trends report, that many marketers have changed their approach to digital marketing, with an increased emphasis on meeting customers where they are and delivering an experience they won’t find anywhere else.
This renewed focus on the customer journey, however, hasn’t been without challenges. According to the report, 46% of respondents found that creating a company culture of cross teams working together with the customer journey as the primary focus to be a significant challenge. With marketing teams being pressed to get creative advertising in front of customers at lightning speed, any breakdown in workflow or stunted collaboration can have a negative impact on not only a company’s marketing team, but also the company’s reputation as a whole.
With these challenges in mind, it’s no wonder that there is an increased need for a company’s teams to work together and work from the same page. In fact, 94% of respondents listed creative workflow optimisation as one of the most important internal factors for creating a great customer experience. Furthermore, 91% of respondents believe that maximising collaboration between teams is vital.
Another challenge concerns the dependency on data to drive the customer experience. Along with creativity, businesses are increasingly realising the importance of data in better understanding the customer and getting the journey right at every touchpoint. Unfortunately, only 35% of respondents work in companies that have analysts skilled in making sense of the data. Without the ability to draw insights from the data, companies simply can’t provide the kinds of experiences to their customers that they hope for.
For brands that can get a handle on their data, the potential for creating a more connected experience increases exponentially. This was the sentiment of Wunderman’s CEO, Seth Solomons, who told CMO.com earlier this year, “A brand that understands its consumer data can leverage it to meet the needs of their consumers in new and interesting ways, delivering better overall experiences that drive results.”
With more than 7,000 marketing professionals participating in the 2016 survey on digital trends, a clear picture of the opportunities and challenges awaiting marketers emerges. As marketing continues to move toward an increased emphasis on the customer experience, companies need to get their teams on the same page and working toward the same goal. At the same time, marketing teams need to gain insights from their data to find out how to best shape their customer experience.
Get the full 2016 Digital Trends report here.