XT…营销人员抓住客户体验（EIU）

CONTENTS ABOUT THIS REPORT The path to 2020: Marketers seize the customerexperienceis an Economist Intelligence Unitreport, sponsored by Marketo. The EconomistIntelligence Unit bears sole responsibility forthe content of this report. The findings do notnecessarily reflect the views of the sponsor. The report draws on two main sources for itsresearch and findings: Interviewees Chris M Kormis, Associate Dean andCMO, McDonough School of Business,Georgetown University Kristin Lemkau, CMO, JPMorgan Chase Jonathan Martin, CMO, Pure Storage Hans Notenboom, Global Head of Digital,Philips lA survey that included responses from 499chief marketing officers (CMOs) and seniormarketing executives worldwide. More than50% of respondents hold the CMO title ortop marketing position. Respondents arelocated in North America (27%), Europe(30%), Asia-Pacific (36%) and Rest of World(7%). More than 50% of survey respondents(52%) hail from companies with more thanUS$500m in revenue. Keith Weed, CMO, Unilever We would like to thank all interviewees andsurvey respondents for their time and insights.The report was written by John du Pre Gaunttand edited by Gilda Stahl. lA series of in-depth interviews with seniorexecutives. EXECUTIVE SUMMARY The path to 2020: Marketers seize the customerexperienceis based on a global survey of499 CMOs and senior marketing executives,plus in-depth interviews with leading CMOs.The research explores which technologiesand customer trends are likely to changemarketing organisations the most over thenext five years. sponsored by Marketo. This year’s researchanalysed the customer experience in termsof its role as a direct interface of a brandwith its customer—everywhere, anytimeand across platforms. 2.But marketing complexity is growing sharply. As customer experience overtakesmass advertising as a preferred channel tothe customer, CMOs must learn to managestaggering amounts of complexity.More than half of respondents believethe accelerating pace of technologychange, mobile lifestyles and an explosionof potential marketing channels viaconnected objects and locations willchange marketing the most by 2020,driven by billions of possible interactionsthey create between a company and itscustomers. Marketers have spent much of thepast decade working on perfecting theirability to understand the customer throughpersonalisation. What is different about 2016through 2020 is how CMOs are matching thatunderstanding with direct action that drivesengagement—and doing so at scale. Thesurvey data and interviews reveal that leadingCMOs are pioneering a new model thatblends a deep understanding of a customer’scontextual situation with timely, tailoreddelivery of relevant content and marketingassets. To illustrate this process at work, the EIUdeveloped a framework—“The layers ofengagement”—that classifies the elementsthat contribute to a personalised customerexperience, and how it creates value for acustomer and for a marketing organisation. 3.Top marketing channels are those thatlend themselves to personalising thecustomer experience. The top channels tothe customer in 2020 will be social media(63% of respondents), the World Wide Web(53%), mobile apps (47%) and mobile web(46%). Publishing-centric channels liketelevision, radio and print scored far lower. Other insights from the research include: 4.Customer experience drives brandequity more than ever. CMOs arebetting that a personalised, efficientand consistent customer experiencewill translate into customer loyalty andbrand value. Marketers listed raisingcustomer loyalty and better brand 1.CMOs own the customer experience full stop. Eighty-six percent of CMOs and seniormarketing executives believe they willown the end-to-end customer experienceby 2020. The EIU explored this trend lastyear inThe rise of the marketer: Drivingengagement, experience and revenue, perception as the two top benefits (both53%) they aim to realise through a morepositive customer experience. 5.Future innovation will focus on smallscreens and no screens. Mobile devicesand networks (59%), personalisationtechnologies (45%) and the Internet ofThings (39%) are the three technology-specific trends that will have the biggestimpact on marketing organisations by 2020. INTRODUCTION People conduct referendums on brandson a daily basis. They vote with their onlinesearches. They vote with their transactions,their social networking, plus a host of otherinteractions that enhance or degradethe value of brands. Armed with digitaltechnologies and social media, peoplerapidly and inexpensively compare products,services and ideas. Most important, they sharethe results with one another through ratings,reviews and other means. With all of thisavailable choice, brands have never beenmore important—or more easily tuned out bycustomers. based on how well they manage brands.Consequently, the increased pressures onchief marketing officers to raise the value ofbrands for this new competitive environmen