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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Customer Experiences hampered by poor insights

Customer experience optimization is becoming an increasingly critical discipline as organisations enter a new era of marketing, according to research published by Econsultancy and omnichannel data management firm Ensighten.

The study found that 96% of companies deem customer experience optimization as "important", and more than two out of five companies (41%) say that this is now a "high priority" for their organisation.

With brands fighting for the attention of the always-on consumer, organisations are now keen to optimize customer experiences, as 94% believe doing so will result in higher engagement and conversion rates. Furthermore, 66% also cite better brand perception as part of the resulting upside.

"We have entered a new era of marketing, with data and marketing technology now affording unprecedented opportunities for developing a more customer-centric approach," said Bola Awoniyi, Research Analyst for Econsultancy. "Focusing on developing customer experiences can create a more loyal and engaged customer base which is an extremely valuable competitive advantage in today's fast-paced commercial environment."

However, the majority of marketers are not yet positioned to deliver the most relevant and personalised experiences, according to this research.

Standing in the way of these benefits are the vast and complex datasets businesses need to manage and use in real time and at scale.

Nearly two-thirds (62%) often feel overwhelmed by the volume of incoming data, and a staggering 85% are unable to extract the full value from the data sources they have access to. Just 3% of businesses claim they have a strong capability when it comes to using cross-channel or cross-device data for either real-time website or mobile app personalisation.

"Marketing organisations continue to struggle with large data and technology silos, as well as with shortage of talent to overcome them," said Boaz Ronkin, SVP of Product for Ensighten. "So CMOs will need to look for integrated solutions that can join disparate systems rather than adding more standalone systems into the mix."

Sources: Econsultancy; Ensighten / The Marketing Factbook.
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Categorised as:

Customer Experience
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)