Be ready to deliver consumers’ expectations around digital experiences in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 26, 2021, 4:19 PM UTC

Forrester’s 2022 predictions highlight critical dynamics that will impact businesses in the year ahead.

According to Forrester, eight in 10 customers will see the world as “ALL digital.” Due to the COVID-19 outbreak, consumers have increased their technology adoption and usage, with 63% of Americans saying they have completed a new activity online, such as attending an exercise class. 44% of consumers have also upgraded their in-home technology. As a result, consumers have much higher expectations from organisations’ digital experience offerings.

With buyers expecting immediacy, relevancy, and instant gratification in the post-COVID world, 70% of B2B marketers will adopt an “always-on” digital engagement strategy next year. But, 75% of their efforts to create automated, personalised engagement will not meet ROI goals due to inadequate buyer insights.

In 2022, around $10 billion in design spending is expected to shift to vendors and services that commit to accessibility as CX teams increase their investments in these areas and hone their focus to make a targeted impact in areas like accessibility and privacy. Further, technology executives would leap from digital sameness to human-centred technology.

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