REPORT | OCTOBER 2016 SHOPPER MARKETING: 2 Copyright CMO Council. All Rights Reserved. 2016 REPORTSHOPPER MARKETING: THE NEW RULES OF ENGAGEMENT TABLE OF CONTENTS INTRODUCTION 3 KEY FINDINGS 4 EXPERT PERSPECTIVE 14 ABOUT THE CMO COUNCIL 15 ABOUT BAZAARVOICE 15 PARTNERS AND AFFILIATES 16 3 Copyright CMO Council. All Rights Reserved. 2016 REPORTSHOPPER MARKETING: THE NEW RULES OF ENGAGEMENT There is a new set of rules for customer engagement, defined by customers themselves. The first rule is simple: Customers are in control of their own journey and intend to stay in control specific to just how much data they share with their favorite brands. This isn’t to say that customers don’t want to share. It’s more accurate to say that customers have established a clear exchange rate for their customer data: value and relevance. Yes, customers are willing to share…they are even telling marketers where they believe they are leaving the best insights. From identifying channels and experiences that drive to purchase to highlighting those that just add to the noise, customers aren’t just crafting their own journeys…they are sharing which delivered the biggest bang and why. While marketers have made strides in meeting the expectations of customers, there is still opportunity to reach deeper to create that competitive difference that cuts through the clutter and leverage channels that truly make an impact. In order to capi- talize on the new rules of engagement, marketers will need to break through barri- ers—some built by other functions across the organization, some built by marketers themselves—to reach the insights and intelligence needed to make smarter decisions on where and how to engage. These are the big revelations of this latest research from the CMO Council, conducted in partnership with Bazaarvoice. The findings that follow are based on two online sur- veys, one including insights from 166 senior marketers and the second including in- sights from 2,100 North America-based consumers. What emerges from the findings is a sense that on the surface, customers are making their preferences known to brands— and brands are listening and responding in kind. But if you dig just a bit deeper, you’ll see that what customers really desire is to be known and understood…to receive real value in channels they use with ease. But marketers are struggling to connect data with action, still facing silos and disconnections that derail even the best intentions. INTRODUCTION 4 Copyright CMO Council. All Rights Reserved. 2016 REPORTSHOPPER MARKETING: THE NEW RULES OF ENGAGEMENT Building Walls Leaves Customers Stuck in Gardens With the dawn of the digital marketing age, a term was quickly co-opted from IT and used to describe controlled closed platforms as pundits identified the “walled garden” approach to controlling and containing data in channel silos. While often used to de- scribed the tightly controlled data ecosystems of platforms like Facebook or Google, the walled garden has grown to encompass a fortified wall now forming around the customer, aiming to limit the view of the customer to a controlled environment tended to and gardened by marketing resources. Unfortunately, this makes the fatal assump- tion that the customer only engages with a brand through marketing-controlled chan- nels…in other words, it assumes that the new rules of engagement don’t exist. According to 84 percent of marketers, customer data has helped marketers understand what customers are browsing on company-controlled websites while 53 percent say data has helped track purchases from the brand. But as our research revealed, market- ers are struggling to see beyond their own walls as few are currently able to leverage data that informs them of actions and behaviors across other partner or retailer web- sites. Even fewer can access competitive intelligence to understand how customers are browsing other products outside of their own brand’s portfolio. But are these insights moving marketers closer to delivering the experiences their customers expect According to nearly half of consumers surveyed (47 percent), what they are really looking for from brands are offers that align with their personal buying and browsing behaviors—something marketers simply can’t deliver if they don’t have visibility across the customer’s entire journey, especially beyond their own properties. KEY FINDINGS 。。。。。。以上简介无排版格式，详细内容请下载查看