REPORT|OCTOBER2016SHOPPERMARKETING:2©CopyrightCMOCouncil.AllRightsReserved.2016REPORTSHOPPERMARKETING:THENEWRULESOFENGAGEMENTTABLEOFCONTENTSINTRODUCTION3KEYFINDINGS4EXPERTPERSPECTIVE14ABOUTTHECMOCOUNCIL15ABOUTBAZAARVOICE15PARTNERSANDAFFILIATES163©CopyrightCMOCouncil.AllRightsReserved.2016REPORTSHOPPERMARKETING:THENEWRULESOFENGAGEMENTThereisanewsetofrulesforcustomerengagement,definedbycustomersthemselves.Thefirstruleissimple:Customersareincontroloftheirownjourneyandintendtostayincontrolspecifictojusthowmuchdatatheysharewiththeirfavoritebrands.Thisisn’ttosaythatcustomersdon’twanttoshare.It’smoreaccuratetosaythatcustomershaveestablishedaclearexchangeratefortheircustomerdata:valueandrelevance.Yes,customersarewillingtoshare…theyareeventellingmarketerswheretheybelievetheyareleavingthebestinsights.Fromidentifyingchannelsandexperiencesthatdrivetopurchasetohighlightingthosethatjustaddtothenoise,customersaren’tjustcraftingtheirownjourneys…theyaresharingwhichdeliveredthebiggestbangandwhy.Whilemarketershavemadestridesinmeetingtheexpectationsofcustomers,thereisstillopportunitytoreachdeepertocreatethatcompetitivedifferencethatcutsthroughtheclutterandleveragechannelsthattrulymakeanimpact.Inordertocapi-talizeonthenewrulesofengagement,marketerswillneedtobreakthroughbarri-ers—somebuiltbyotherfunctionsacrosstheorganization,somebuiltbymarketersthemselves—toreachtheinsightsandintelligenceneededtomakesmarterdecisionsonwhereandhowtoengage.ThesearethebigrevelationsofthislatestresearchfromtheCMOCouncil,conductedinpartnershipwithBazaarvoice.Thefindingsthatfollowarebasedontwoonlinesur-veys,oneincludinginsightsfrom166seniormarketersandthesecondincludingin-sightsfrom2,100NorthAmerica-basedconsumers.Whatemergesfromthefindingsisasensethatonthesurface,customersaremakingtheirpreferencesknowntobrands—andbrandsarelisteningandrespondinginkind.Butifyoudigjustabitdeeper,you’llseethatwhatcustomersreallydesireistobeknownandunderstood…toreceiverealvalueinchannelstheyusewithease.Butmarketers...
