Experience: It is the keyword of everything that needs to be done in marketing and of everything that companies expect their marketers to work to connect with audiences. Consumers want to live experiences, experiences are what is memorable and everything is key to connect with the market.
But despite this, marketers recognize that they are not doing as well as they should when it comes to consumer experience. Nearly half of marketers, as noted in MarketingWeek, acknowledge that their consumer experience falls short of expectations.
They are 48% of those surveyed by the MarTech Alliance, who have asked marketers from the UK, Germany and France to get a glimpse of the state of affairs. This occurs despite the fact that most marketers believe that experience is decisive.
79% of marketers say they appreciate the value of offering a solid consumer experience and 75% say that consumers expect it to be highly relevant and personalized, as well as to integrate brand messages and experiences .
Still, much remains to be done. 50% of marketers surveyed acknowledge that they will focus over the next year on improving the connection between physical and digital experiences. 37% will do so in developing integrated omnichannel marketing campaigns and 35% in real-time experiences.
Why things aren’t as good as they should
If experiences are so important and if marketers seem to be quite clear about how they make a difference, why are they not doing everything as well as they should and why are they not reaching the expected objectives? The key is that knowing the theory is one thing. Putting it into practice is quite another.
The main problem, or at least that is what 53% of CMOs believe, is in data management. They think they don’t have the skills to do that part of the job well. Data management fails them.
It’s not the only problem. 28% say they lack the resources and personnel to do everything they should in experiences and 17% that they have problems when stakeholders buy the ideas and approve them.
Theory is fine: practice is what matters
And, therefore and to conclude, it is crucial that companies understand once and for all that all this theory and knowing all these questions is valuable, but that what really matters is that it is put into practice.
This involves changing how things are done, making adjustments in strategy or investing resources in new areas, something that must be done. Companies must make it easier for marketers to work on these points and to improve those skills necessary to be able to launch experiences and execute them.
The time is also now. You can’t wait any longer to create memorable and positive consumer experiences if you want to secure the company’s position in the market.