Customer Experience The Number One Focus For Marketers: 2016 SMG Media Futures

Customer Experience The Number One Focus For Marketers: 2016 SMG Media Futures
SHARE
THIS



Customer Experience (CX) has emerged as the biggest opportunity identified by Australian businesses (51 per cent), ahead of content marketing (42 per cent), big data (38 per cent) and social media (33 per cent), according to the 2016 SMG Media Futures Report.

Remarkably though, only six per cent of respondents believed they were implementing CX strategies successfully.

“Marketers are looking to agency partners to provide solutions, with 61 per cent looking for data capabilities and 52 per cent for technology capabilities from their partners.

“Not surprisingly, both marketers and media have signalled they are committed to investing in infrastructure, particularly people and skills (78 per cent) this year and into 2017,” said SMG CEO Chris Nolan.

Marketers said they will focus most on investing in owned assets such as websites (67 per cent) and data management platforms (61 per cent), while media said they would invest in personalisation, mobile and data.

Marketers also identified the biggest growth in spend on channels most identified with CX: social media (up 11.6 per cent), online video (up 11.6 per cent) and mobile (up 8 per cent).

“2018 will be an inflexion point where industry growth will be driven by mass addressable media,” said Nolan.

At the other end of the scale, respondents said spend on magazines would be down 7.1 per cent and newspapers would be down 4.4 per cent. This compares with total spend for 2016 predicted to rise by 2.8 per cent.

Outdoor and digital will invest a combined $100 million in transforming its mass offerings into digitally enabled experience channels.

“Digital powered TV and outdoor will allow marketers scalable control of their customer experience and we believe we will see a resurgence of investment—up to double digit growth—in these platforms,” said Nolan.

But marketing and understanding consumers doesn’t always come naturally for everyone. If that’s the case for you, or you’d like to sharpen up your skills, check out ADMA‘s snazzy range of courses. Edu_All_All_IQ_Launch_B&T_V2_1202x543

Latest News

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

McCann's new Melbourne MD is promising sweeping changes. Well, at the very least delicate carpet shampoo changes.