According to a recent Acquia poll of 8,000 customers and 800 marketers worldwide, 82% of marketers feel consumers trust their company's data use more than they did a year ago.
Because of the impact of the COVID-19 on consumer behaviour, marketers have adopted new marketing tech, changing customer experiences (CX). 94% of marketers say their digital CX strategy has pivoted towards digital content across channels in the last 18 months, at least to some extent.
Further, 96% of marketers claim their return on investment from marketing tech tools improved in 2021 due to the heavy usage of tech to enforce digital plans. In the last 12 months, 35% of marketers used personalisation to reach consumers. Also, the significance of first-party data has grown greatly compared to last two years, according to 93% of marketers.
To deliver a personalised CX, 55% of marketers use a digital experience platform (DXP) and 50% use a customer data platform (CDP). Moreover, consumers globally (40%) do not trust brands that don’t handle their data with care. Only 18% of consumers are willing to share personal data for an improved CX.
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