From Seamless Experience To Distinctive Experience

From Seamless Experience To Distinctive Experience | CMO REPORT

电通创意

2024-09-09

导读：75% of marketers agree that every touchpoint can and must tell the brand story – from comms to comme

The power of culture and community is also impacting the worlds of commerce and customer experience. The boundaries between content and commerce have never been more blurred as commerce platforms, social giants and entertainment platforms alike pursue the Holy Grail of shoppable, culturally resonant, and creator-led content.

Netflix Shop is committed to bringing the streamer’s most beloved platforms to fans through retail. Amazon Live is embracing a creator-led approach to commerce, while TikTok Shop aims to make its infectious video content shoppable. China has long led the way in this space with platforms such as Taobao and Ten Cent live contributing to a live streaming industry generating $562.62 billion in revenue in 2023.

Stories are shoppable, and stores can tell stories.

As a result, and in response to the rapid commoditization of products and experiences, today’s CMOs need every customer experience to be a brand experience. As product advantage is easily replicated, and competitors only ever a click away, brands will seek to add value and differentiation through an ecosystem of digital services and experiences.

79% of CMOs agree that brands today are built through experience, while 75% agree that every touchpoint can and must tell the brand story-from comms to commerce. 63% agree that technologies such as Live Streaming have blurred the boundaries between content and commerce, while 80% agree that digital experiences will become increasingly important in physical stores.

The key characteristics of a creative brand experience CMOs identify are Technology that enhances the creative idea (66%), Intelligent personalization to surprise and delight (56%), Useful Customer Experience Support (55%), Innovative new interfaces (51%) and a Powerful Organizing Idea (51%). We have been tracking these metrics for a number of years in our study; while growth has been steady over time this year we see a leap forward in the importance of personalization (+13%), and technology that enhances the brand idea (+16%).

Yet despite the importance they place on creativity and innovation, CMOs feel that many experiences remain purely functional. 62% agree that brands have improved the functional convenience of their customer experience, but not the creative expression.

Among the barriers that stand in their way are lack of data and technical infrastructure, and an inability to find partners with the craft skills to finesse every touchpoint. To overcome these obstacles, brands will need not only a powerful and distinctive experience vision, but the ability to implement the data, technology and content stack that makes the vision a reality.

Despite the challenges, CMOs are investing in a host of new technologies aimed at delivering immersive, distinctive and delightful experiences. In the converging worlds of content and commerce, it’s unsurprising to see that social commerce has the highest levels of adoption among CMOs worldwide, followed by Chatbots for customer service, AI and Live Streaming.

The technologies CMOs are most likely to adopt in the future include Metaverse/Web 3.0 technologies, Mixed Reality and Gaming; all technologies where the right craft partner will be an imperative.

It will be intriguing to see how these technologies converge, bringing AI and metaverse technologies to bear in the world of social commerce and streaming. Our Dentsu VI platform is an example of where brands may choose to innovate in this space, combining influencer marketing with AI to create a suite of virtual influencers and ambassadors.

The content of this article is sourced from the DENTSU CREATIVE 2024 CMO REPORT. Now in its fifth year, the annual study is conducted to provide insight into the hearts and minds of CMOs globally, to help benchmark their direction against peers, and support them developing their creative, experience and innovation roadmaps. To form the CMO Report, the responses to 45 questions posed to 950 CMOs in Australia, Brazil, China, Canada, Germany, Italy, India, Japan, Mexico, Saudi Arabia, Spain, the UAE, US and UK.

Eight key themes have been identified to offer an indispensable industry toolkit and roadmap, this year calling for agencies to not only respond to briefs but also to challenge them and drive transformative change.

TO READ THE 2024 CMO REPORT IN FULL, PLEASE DOWNLOAD FROM THE DENTSU CREATIVE GLOBAL WEBSITE.

www.dentsucreative.com/news/dentsu-creative-cmo-survey-2024