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

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

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.

Carly Wladkowski
Posted by Carly Wladkowski

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

Producer Behind 60 Minutes Saga Sacked As Investigation Finds “Inexcusable Errors”
  • Media

Producer Behind 60 Minutes Saga Sacked As Investigation Finds “Inexcusable Errors”

Stephen Rice, the producer behind the botched 60 Minutes saga that saw a mother, four Nine employees and members of a child recovery agency jailed, has exited the network, effective immediately. Other members of the staff involved have received formal warnings. The news comes after Nine launched a full investigation into what went wrong with […]

by B&T Magazine

B&T Magazine
Creative Shopper Agency JPD Wins Levi’s
  • Marketing

Creative Shopper Agency JPD Wins Levi’s

Creative Creative shopper agency JPD has been appointed as the below the line agency for iconic jeans brand, Levi’s. The partnership kicks off with Levi’s new menswear branding campaign planned for February 2017. JPD will develop the full BTL strategy with a particular focus on the path-to- purchase. JPD brings a philosophy of working from […]

McGrath Foundation Shines A Light On Breast Cancer At Vivid Sydney
  • Media

McGrath Foundation Shines A Light On Breast Cancer At Vivid Sydney

The McGrath Foundation has unveiled an innovative light installation at Vivid Sydney, designed to create a shining message of support for those touched by breast cancer. This unique projection, called the McGrath Foundation Mosaic is featured on the AMP ‘Sydney Cove’ Building for the entirety of Vivid Sydney, the world’s largest festival of light, music and ideas.

Oneflare Launches Facebook Messenger Bot
  • Media

Oneflare Launches Facebook Messenger Bot

Australians in need of expert help can now get access to over 80,000 local providers via Facebook Messenger thanks to the launch of Oneflare’s industry first Facebook Messenger bot.