The marketing landscape has changed dramatically in recent years because of the digitization of just about everything, new consumer behaviors, and competitive pressures.
Today, more than ever, companies are looking to build and nurture personalized relationships with customers to drive increased loyalty and engagement. And although companies’ intent to enhance connection points with their consumers has evolved, too often their approach has not.
As few as 18% of customers who are typically reached—even with traditional and digital tactics CMOs consider most effective—are interested in the promoted product or able to buy it, according to an Accenture survey of 500+ CMOs. That means hundreds of billions of dollars spent annually could be spent more efficiently. It’s no wonder that less than half (41%) of CMOs said they were “very satisfied” with the value-for-money of their mix of marketing tactics.
Bron en volledig bericht: Marketingprofs