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.

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

Please login with linkedin to comment

Carefree harvard business review Murdoch Salary ZenithOptimedia

Latest News

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams
  • Technology

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams

The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]

PARIS, FRANCE - MARCH 05: In this photo illustration, the social media application logo, Tik Tok is displayed on the screen of an iPhone on March 05, 2019 in Paris, France. The social network broke the rules for the protection of children's online privacy (COPPA) and was fined $ 5.7 million. The fact TikTok criticized is quite serious in the United States, the platform, which currently has more than 500 million users worldwide, collected data that should not have asked minors. TikTok, also known as Douyin in China, is a media app for creating and sharing short videos. Owned by ByteDance, Tik Tok is a leading  video platform in Asia, United States, and other parts of the world. In 2018, the application gained popularity and became the most downloaded app in the U.S. in October 2018. (Photo by Chesnot/Getty Images)
  • Technology

TikTok Offically Reaches One Billion Users

TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
  • Media

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative

Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator.  The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]

Bangkok, Thailand - Jun 23, 2015 : Group of credit cards on computer keyboard with VISA and MasterCard brand logos
  • Technology

Loyalty Republic Launches Card Agnostic Rewards Program

Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]

Facebook Hits Pause On Instagram Kids
  • Technology

Facebook Hits Pause On Instagram Kids

Facebook hits pause on Instagram Kids project. Zuckerberg still working on his giant laser & flying monkeys, however.

by B&T Magazine

B&T Magazine