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Thought leadership

Some interesting global research in this week’s newsletter where marketers have revealed their top priorities for 2021, with increased customer satisfaction being ranked as their top objective in the year ahead – beating brand awareness and increasing market share into joint second place.

The research, which incorporates data from 500 marketers across the UK, US, France, Germany, Austria and Switzerland, identified the following priorities for 2021: Increasing customer satisfaction (30%); Improving brand awareness (25%); Increasing market share (25%); Supporting business profitability (24%); Improving customer happiness (24%).

According to Contentsquare’s research, marketing priorities vary across different industries, with those in health and education ranking “increased market share” as their key concern. Marketers working in the retail space were identified as the most committed to customer experience, ranking “improved customer happiness” as their  number one concern, followed by an increase in customer satisfaction.

To achieve these goals, 27% of those surveyed said that they have increased their spend on digital experiences ready for 2021. Despite this preparation, however, many marketers are still concerned about their businesses in the year ahead. Faced with ongoing restrictions surrounding the Covid-19 pandemic, only one in three marketers claimed to be ‘optimistic’ about the year ahead.

Commenting on these findings, Niki Hall, Chief Marketing Officer at Contentsquare said, “2020 was a watershed moment for businesses, with the Covid-19 crisis forcing most brands to switch to a purely digital approach. Now, in 2021, marketers must start the next phase of this journey, optimising their digital channels, using the digital trail to understand their customers and to provide the best possible customer experience. From our research, it’s clear that marketers are already rising to this challenge, investing in new digital experiences and putting customer satisfaction – and happiness -at the heart of their campaigns.”

Great to see that improving the CX is the top priority for marketers and all grist to the mill for our upcoming 2021 CX Marketing Summit in early Summer. Look forward to welcoming you there.

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