Marketers use DXP and CDP tools to deliver personalised customer experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2021, 2:13 AM UTC

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.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

Read the original article

[3 minute read]