Isobar’s 2020 Customer Experience Study has found a rise of ‘Creative Experience’ in response to Covid-19 – a new approach to customer experience focused on building brand differentiation through engineering and technology.
To download a full copy of the 2020 Customer Experience Study, visit here.
The study of 1,350 Chief Marketing Officers (CMOs) across 12 markets found 64 per cent of marketing teams have ‘completely or moderately’ changed their customer experience (CX) strategy during 2020. One in three CMOs working in the tech sector have completely changed their approach.
Of those who have pivoted, 39 per cent have placed greater emphasis on commerce and 36 per cent have implemented a Direct-to-Consumer approach. Over half (58%) of CMOs identified the innovative use of technology as a key ingredient for building a differentiated customer experience.
While AI, Voice, Chat, Gesture, Augmented Reality and Spatial Computing are high on the list of emerging technologies global marketers are considering adopting, the study found machine learning and AI is the most widely adopted technology by marketers today; 52 per cent of CMOs from larger global companies are already investing in AI for future use.
However, the results show Australian marketers are thinking differently. Despite 84 per cent of Aussie CMOs prioritising personalisation as part of their CX strategy, only 18 per cent are currently using AI, and 50 per cent say they are not considering using emerging technologies to deliver better customer experiences.
Erik Hallander, CEO of Isobar ANZ, commented: “While innovation has accelerated this year, relentless efficiency has created a sea of sameness. In a one-click (or no click) world, brands risk becoming increasingly indistinct – and increasingly invisible.
“To combat these challenges, businesses need to think differently about their CX strategies and develop a strong creative experience that connects, engages and drives meaningful change with their customers.
“Creative experiences are those made possible by technology, made personal through data, and made powerful by having a big, organising idea.
“The role CMOs play has evolved from being a brand custodian to taking a more active role in product development, experience design and digital transformation. Investments in technology and areas such as eCommerce are not only a vital route to market, but a critical source of real-time intelligence to help meet customer demands.
“Alongside creative ideation, more CMOs are turning to their agency partners for innovation capabilities and the ability to create new products to support their CX strategies. We have been working with some great clients who are challenging the status quo and thinking differently in response to the challenges Covid has thrown their way.
“A great example is ‘Swintopia’, a project we recently helped bring to life for Swinburne University – gamifying and making a virtual open day experience to engage with prospective students,” said Hallander.
To help businesses and brands accelerate their Creative Experience strategy, the study has found four key areas for marketing teams to focus on:
1. Change: Accelerate innovation and embrace transformative technology to help to turn promises into reality for customers.
2. Commerce: Embrace ideas-led commerce by delivering consistent, distinctive experiences across every touchpoint, on and offline, owned or third party.
3. Content: Deliver content that demonstrates authenticity and relevance to consumers
4. Culture: Align brand beliefs and behaviours even more closely, ensuring that what’s happening inside the business aligns with the cultural shifts externally, and with the needs and values of employees.
Please login with linkedin to commentIsobar
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]
Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]
Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]
HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]
IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]
Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]
SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]
Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]
Australian Pay On Demand fintech Beforepay has launched its first-ever brand campaign: ‘Your pay at your command’. “Beforepay exists to meet a gap in the market where Australians are seeking flexibility and control to access the pay they’ve earned on their terms. As pioneers of the Pay On Demand category, it’s important that we set […]
Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]