86% of marketers believe that they will be responsible for all customer experience processes by 2020. 90% believe that marketing departments will have more influence in strategic decision-making within their organization by 2020. This is what we learn from the study “The path to 2020: Sixteen marketers of customer experience», Conducted byEconomist Intelligence Unit and Marketo from over 500 marketers around the world and published last April.
Faced with these developments, it is the very role of the Chief Marketing Officer (CMO) that is changing, according to the authors of the study: the CMO’s mission today is to define the profile of customers and their expectations as accurately as possible. . Shared by the entire organization, this definition is the key to a customer experience that is both consistent and personalized.
5 trends that will define marketing in 2020
Here are the most impactful technologies for marketers: 59% of respondents believe that this is the development of mobile that will have the most impact on their profession by 2020, 45% think it is the personalization of technologies. For 39% of respondents, the rise of the Internet of Things will have a strong impact, predictive analytics for 38% of respondents, and big data for 37% of them.
Asked about the main contact channels favored by their company by 2020, 63% of respondents cite social networks, 53% the web, 47% mobile applications and 46% mobile sites. Unsurprisingly, it is the contact channels that make it possible to personalize interactions with the customer. Mass media are no longer among the privileged contact channels (15% plan to use radio, 14% print for example).
Even though personalization is on the minds of all marketers, their strategic priorities remain to this day of retain their customers (45% of respondents), and acquire new customers (also 45%). 35% of respondents believe that their organization prioritizes technologies that increase audience engagement. These priorities are not expected to change by 2020.
The key success factors for establishing a good customer experience are above all personalization (for 17% of respondents) and efficiency (for 10.5% of respondents). The fun side of the customer experience as well as the engagement are only highlighted by 5 to 6% of respondents.
The effectiveness of the marketing strategy is now measured by its impact on turnover (21.5% of respondents), and by the number of new customers (also at 21.5%). They are only 11% to reason in terms of ROI. By 2020, the impact on turnover should be the key indicator, for 23% of respondents. ROI should be as important as acquiring new customers and generating leads (for 15.5% of respondents)
** Methodology: The study conducted by the Economist Intelligence Unit and commissioned by Marketo was conducted among 499 marketing directors and marketing managers. More than 50% of the panel occupies the functions of marketing director or has responsibilities in this field. Respondents are located in North America (27%), Europe (30%), countries in the Asia-Pacific region (36%) and elsewhere (7%). More than half of those surveyed (52%) work for companies that generate more than $ 500 million in revenue.
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