This Year, Brands Care About Brand Awareness More Than Anything

This Year, Brands Care About Brand Awareness More Than Anything
SHARE
THIS



In rather unsurprising news, the thing brands are most concentrating on this year is upping their brand awareness, says a new report from cloud company Salesforce.

The company’s annual state of marketing report states 37 per cent of marketers say brand awareness will be the thing they’re focusing on most. Customer engagement was next at 34 per cent, followed by social media engagement at 26 per cent.

Of course, social media continues to an increasing investment for marketers. The report said 65 per cent of marketers are increased their spend in social media engagement this year – a largely unchanged percentage from the year prior.

Still, how marketers view success is through customer satisfaction.

“Marketing has always been about the customer – what’s changing is the way marketers view success,” said Lee Hawksley, senior vice president and general manager, Salesforce Marketing Cloud, JAPAC (pictured below).

Lee Hawksley

Lee Hawksley

“Our State of Marketing Report 2016 shows that customer satisfaction is the number one success metric for marketers today. This is The Age of the Customer – they are front and centre of every marketer’s agenda.

“The physical and digital worlds are merging, resulting in customers expecting personalised, consistent brand interactions across every channel and device. Marketers need to be the principal architects and ultimate owners of the entire customer experience.

“The rise of the connected customer is forcing marketing to evolve the way they think about traditional outbound campaigns. Successful marketers are focussed on delivering personalised experiences that engage the customer from day one on a seamless journey through the entire lifecycle.”

And those teams that have focused on the customer journey are the ones that are winning, despite ideas to the contrary that says there is no proper customer journey.

“High-performing marketing teams are 8.8 times more likely than underperformers to strongly agree that they’ve adopted a customer journey strategy as part of their overall business strategy,” said the report.

“Successful marketers are connecting with customers in new ways across mobile, email, social, and the Web. Seventy-three percent say that a customer journey strategy has positively impacted overall customer engagement — the second biggest priority for marketers this year.”

Please login with linkedin to comment

Rob Creekmore

Latest News

Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]