【CMO】新消费者参与规则.pdf

R E P ORT|OC TOB ER 2016S H O P P E R M A R K E T I N G:2 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTTABLE OF CONTENTSINTRODUCTION 3KEY FINDINGS 4EXPERT PERSPECTIVE 14ABOUT THE CMO COUNCIL 15ABOUT BAZAARVOICE 15PARTNERS AND AFFILIATES 163 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTThere 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 isnt to say that customers dont want to share.Its more accurate to say that customers have established a clear exchange rate for their customer data:value and relevance.Yes,customers are willing to sharethey 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 arent just crafting their own journeysthey 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-erssome built by other functions across the organization,some built by marketers themselvesto 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 brandsand brands are listening and responding in kind.But if you dig just a bit deeper,youll see that what customers really desire is to be known and understoodto 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.INTRODUCTION4 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTBuilding 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-nelsin other words,it assumes that the new rules of engagement dont 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 brands 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 behaviorssomething marketers simply cant deliver if they dont have visibility across the customers entire journey,especially beyond their own properties.KEY FINDINGS5 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTThis limited view could be contributing to the lack of overall confidence that marketers have in the strength of their customer profiles:41 percent say they are not very confi-dent in the current state of their data because profiles are missing pieces,and only 14 percent are highly confident in their customer profiles,feeling they have insights into customer behavior,action,sentiment and intent.To deliver the relevance their customers desire,marketers must expand their data ho-rizons,looking well beyond marketing-controlled data resources and into those from across the organization and throughout the partner ecosystem.This will require estab-lishing a widely embraced and acknowledged data strategy.But right now,this strat-egy is ad-hoc,at best.84%53%48%33%20%14%12%4%How does your customer data help you inform brand and marketing initiatives?Figure 1Informs marketing of customers browsing on our brands websiteTracks purchases from our brandMonitors customer sentimentRecommends new customers likely to purchase our brandInforms marketing of customers browsing on our retail partners websitesInforms marketing of customers browsing out-side our brand and retail partners websitesInforms marketing of customers browsing products other than our brands productsOther6 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTFor many marketers,a data strategy is more of a goal than a reality.Some 34 percent of respondents admit that this critical strategy is only partially in place,established in marketing but yet to be embraced across the organization.While 26 percent are set-ting up a strategy now,24 percent admit that no data strategy exists.Even more disheartening are the reasons why this strategy has not been fully adopted.The good news is that friction between IT(13 percent),a lack of data(8 percent),or conversely,too much data(16 percent)do not sit at the top of the list of issues.Unfor-tunately,an issue that is far more difficult to resolve does:the reality that the organiza-tion as a whole has yet to fully embrace the criticality of data.While many are plagued with a lack of technology to actually power intelligence programs(42 percent),37 per-cent of respondents face cultural issues that make it far too difficult to get the entire organization to agree on a single strategy.The data wish list starts with predictions and continues from there.First and fore-most,marketers are looking for predictive intelligence based on customer intent and behaviors(54 percent).And while many also crave insights into customer lifetime value beyond an individual transaction(45 percent)and indicators on which market-ing action will lead to a profitable customer reaction(45 percent),few are seeking out more retailer(11 percent)or in-store behavioral insights(6 percent).In reality,what marketers are truly seeking is access to data that should already exist across the organization,but it is proving too difficult to access across seemingly impenetrable silo walls.In the end,this does not leave much room to hope to gain access to hard-to-reach data that comes from retailers or at the point of sale.The priority,clearly,is to get a more precise picture of the customers next step,but far too many marketers are still looking to gather the customers current journey.Lets take,for example,marketers ability to access real-time customer intelligence.Nearly half of marketers surveyed say access is critical to the successful execution of data-driven,personalized experiences.In fact,only 2 percent believe real-time intelligence is simply not important.Yet we already know that marketers are struggling 34%26%24%17%.Do you have a formal customer data strategy that is embraced across the organization?Figure 2PartiallyThere is a strategy in place for marketing,but not across the organization.We are establishing a strategy now.No,there is no strategy in place.Yes,there is an organization-wide strategy in place.7 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTto gain insights into actions and behaviors outside of their own websites,and customer satisfaction and feedback forms(which may be rich sources of insight but are hardly real-time indicators of future intent)are top resources.There are marketers who are taking steps to seize the opportunity,leveraging real-time sources of insight ranging from social commentary and customer-generated content to behaviors.But with this step,an even bigger issue emerges.While nearly half of respondents are turning to customer-generated content as a source of customer intelligence and insights,only 9 percent of marketers can actually connect the dots between this content and customer shopping behaviors.The vast majority(82 percent)of respondents are either not able to make these connections or are only making them sometimes.This disconnect more often than not translates into a lag between a customers real-time needs in the search and discovery journey,leaving marketers to play catch-up as customers have raced forward in their journeys while marketers are only meeting them in the transaction portion of the funnel.Marketers have insights to impact purchase,but fewer to actually bring customers to the table.Despite marketers spending significant budget to create content,experienc-es and advertising to drive customer acquisition and shape the early part of the buy-ing journey,this is exactly where marketers feel least confident in delivering insights.Marketers feel their data is delivering insights on the research(56 percent),purchase(56 percent),and to a slightly lesser degree,the post-purchase(46 percent)and ongo-ing engagement(47 percent)stages of the customer funnel and journey.But only 39 percent of marketers feel their data is revealing insights into the discovery stage of the funnel,which is likely where marketers need more insights,especially around outlining customer desires,expectations and inclinations.This could be a result of the resources marketers are turning to in order to gather cus-tomer intelligence and how this intelligence is,in turn,shaping marketing decisions.43%41%9%8%Are you able to connect consumer-generated content insights with customer shopping behavior?Figure 3SometimesNoDont knowYes8 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTHow Well Do Marketers Really Know Their Customers?Without question,the findings of this study show an extraordinarily positive view into the intentions of marketers to lean forward with data and drive experiences that ex-ceed customer expectations by delivering both value and relevance.Unfortunately,bigger questions emerge in how marketers can get to this more predictive state when they are struggling to see real-time intent and to see beyond the confines of their own digital properties.The first step may be to take a hard look at the very underpinning of the new rules of engagement that customers themselves have articulated.Customers want relevanceexperiences based on their past transactions and behaviors,likes and dislikes,and their thoughts as contributed in their own user-generated content.Customers also want value.The question is where customers believe marketers can turn to deliver both in the construct of the new rules of engagement.Not surprisingly,nearly half(47 percent)of our panel of 2,100 consumers are look-ing for savings and rewards,but not just any savings.Customers want savings that are based on past purchases and are relevant to their wallets,even more than being recog-nized as being a loyal customer(see Figure 4).And they are willing to exchange their customer data for this value.It is worth noting that just as 8 percent of customers would like to exchange their cus-tomer data for totally personalized experiences with brands while an equal amount say they never want to hear from brands.Interestingly,men are twice as likely as women to prefer that brands not use their data at all.Want to reach consumers?Think about their wallets.Not surprisingly,when asked what advertising or promotional channels most impacted a consumers intention to buy,coupons and discountsregardless of delivery channeltopped the list,according to 71 percent of consumers.47%11%8%8%Figure 4How Customers Want to Be RewardedSaving based on past purchasesTotally porsonalized experiencesBe recognized for my loyaltyNothing.Dont use my data9 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTBut consumers are also being moved to purchase by the advice of family and friends,as well as by ads from brands.In keeping with the earlier sentiment that value is found in savings based on previous purchases,consumers also feel that re-targeting based on browsing or from abandoned cart insights(32 percent)and a brands recommen-dations for similar or complementary products based on past purchases(22 percent)have driven them to buy.Surprisingly,only 34 percent of marketers believe that consumers want to receive rec-ommendations based on their past purchases or those of related peers.This spotlights a missed opportunity for brand marketers to impact the buying journey by delivering relevance and value to the customer.Because of the lack of full visibility into the total-ity of the buyer journeyincluding purchases and browsing behaviors across the part-ner ecosystemmarketers simply dont have a full picture to capitalize on this open invitation to deliver these relevant and valued offers.Not all advertising channels are created equal.Despite the willingness to receive cou-pons and savings,this should not be mistaken for a willingness to be bombarded with advertising.In fact,consumers admit that while brand advertising has impacted pur-chase decisions,television advertising can be the most ineffective and even the most bothersome.71%40%35%32%22%Figure 5Factors That Influence Consumers to Purchase Coupons and discountsSuggestions from friends and familyAds from a brandFollowing up on product browsed online or left in cartBrand recommendations of similar or complementary products10 Copyright CMO Council.All Rights Reserved.2016 REPORTSHOPPER MARKETING:THE NEW RULES OF ENGAGEMENTWhen looking at the advertising channels that consumers deemed least effective,most were highly intrusive,often causing moments of interruption,whereas the bottom of the list included channels like product placements in TV shows or movies(13 percent)and email(10 percent),which are often delivered as part