The CIM asked marketers which trends are going to be their top priorities for the commencing year and the results have been divided into the three main areas of focus;
- Customer experience
The research highlights that despite new technologies being taken up, main fundamental marketing skills of delivering personalised and targeted campaigns, still remain at the centre of marketers’ interest.
Responses to the survey show that that the role of marketing is increasingly being seen as crucial during this time of fast-paced technological change. Understanding consumer behaviour has always been a central aspect of marketing, but the wealth of consumer data now available to marketers further helps them to understand what prompts a consumer to purchase a particular product, and to track their behaviour throughout the customer life cycle.