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83% marketers agree that there can no longer be any disconnect between what a brand promises and what it delivers for its customers, communities, and employees.
86% marketers agree that every touchpoint can and should tell the brand story, from comms to commerce.
Innovation, integration of the brand promise & delightful interactions enhanced by technology named as the top three key ingredients needed in the creation of brand experiences.
82% marketers are investing or have already invested in creativity and digital technologies to create brand differentiation.
Alternative sensorial brand experiences are on the rise with 86% marketers saying creating brand design systems for a multi-sensory world is increasingly important, and 36% asking specifically for new craft skills designed for a multi-sensory world from their agency partner.
Global creative experience agency Isobar has published its annual study of over 800 global CMO’s assessing the evolution of customer experience design. Titled ‘Isobar CX Survey 2021: The Rise of Connected Experience’ the report indicates clear agreement between CMOs globally of a permanently transformed approach to marketing post-covid.
It is widely accepted that Covid-19 has accelerated digitisation across every industry, in every market. For the first time in the industry, Isobar has validated some of these assumptions with CMOs stating that creativity is critical to differentiation in this digital world, with the boundaries of Content, Commerce and Culture blurring irrevocably.
The results reveal a “new normal” for marketers, with the overwhelming majority in agreement that innovation, design and experience technologies are needed to meet consumer expectations post-covid. Overwhelmingly the results show an increase in creating new sensorial experiences, delivered through experience technologies and demanding a new set of craft skills that are imperative to creating differentiation. Touch-free technologies, gestural technologies, voice interfaces and virtual brand properties including avatars, idols, products experiences and configurators are all being increasingly adopted. This is an extension of the findings of the report from 2020, that saw significant marketer adoption of ‘experience technologies’ such as Voice, AR and IoT alongside a significant increase in the value CMOs placed on ideas and innovation in shaping CX strategy.
The report describes the fundamental changes to the way brands are increasingly being built and uses global case studies from Isobar’s client partners including KFC, Philips, Beats and Volkswagen to illustrate how marketers are shifting strategy. These changes are summarised below.
Connecting Brand and Experience: there can no longer be any disconnect between what a brand promises and what a customer experiences.
Virtual gets real: Virtual experiences will become as real, human, and valuable as offline experiences.
Transforming the transaction: The boundaries between content and commerce, shopping and storytelling will be blurred beyond recognition.
The Craft of Innovation: As digital experiences are called on to build distinctive brand encounters, a new skill set will be needed at the intersection of craft and innovation.
The Power of Community Experience: In a connected world we must consider not only the customer experience but the community experience.
Storytelling through Experience: As consumers spend more and more time in virtual spaces, stories are told, and relationships are built in new ways.
Download “Isobar CX Survey: The Rise Of Connected Experience” in full here, or click ‘Read More’ at the end of this article.
https://www.isobar.com/en-en/insights/global/2021/october/isobar-2021-cx-survey
Authored by Isobar’s global teams of creative and innovation experts, the report is specifically designed to provide insight into how the marketing industry is responding to the changing needs of brands today and to provide inspiration and tools to help the creation of delightful and differentiated experiences of tomorrow.
About Isobar
Isobar is dentsu’s global creative agency focusing on building a differentiated offering around Strategy and Innovation, Product and Experience, Brand Design & Systems and Comms & Content. Isobar crafts distinctive brands and innovative experiences for a connected future. We work on the intersection of brand creativity and experience design to bridge the gap between a brand promise and the experience it offers to customers, employees and communities. Over the last three years, Isobar has won 400 awards globally, including 6 D&AD Pencils, 7 Cannes Lions with one Gold Lion in the Creative eCommerce category, and was named a Leader in the Gartner “Magic Quadrant for Global Marketing Agencies” for the seventh consecutive time. Isobar’s top clients include adidas, Coca-Cola, Enterprise, P&G and Philips.
About the survey
To inform Isobar’s Creative Experience Survey 2021, research was conducted in August 2021 via online questionnaires completed by 800 CMOs and Marketing Directors in eight markets: Australia, Brazil, Canada, China, France, India, UK and USA. The respondents were from a breadth of industries - Automotive (10%) Distribution (2%) Finance (6%) Health (5%) IT (16%) Manufacturing (26%) Retail (31%) and Others (4%) and were from Marketing (84%) and Advertising (16%) departments with the majority having overall responsibility (87%) or partial responsibility (13%) for the marketing budget in their respective organisations. 25% of respondents worked for companies that had over 1000 employees globally, with 42% having 500-1000 employees and 33% had 250-500 employees globally. The survey was developed collaboratively by a team in dentsu’s creative agencies.
For further information, please contact us.
China.Comms@isobar.com
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