Marketers Struggle With Digital Transformation

While today’s brands are focused on trying to create exceptional customer experiences, there’s a disconnect between marketers and consumers when it comes to understanding their preferences, according to a study from Boxever, which takes a look at consumers and marketers’ perceptions around brand loyalty. When it comes to brand loyalty, marketers still focus competition on price alone. Fifty percent of marketers say a competitive price is still the most important factor, but 42% are beginning to consider customer experience as critical. Seventy-five percent of marketers see a greater lift in cross-channel campaigns. However, many companies still think in silos — Web sites and emails were rated as priority channels among most marketers. Digital transformation is shifting the landscape into uncharted territory for many marketers, and they face challenges as they explore how artificial intelligence, chatbots and other marketing automation can be best used to bring the customer experience to life, says John Callan, VP of marketing with Boxever.