The Chasm Between Brand Marketers and Their Customers

Today’s consumers are more sophisticated than ever. A competitive advantage requires marketers to engage their audiences in innovative ways, taking their interests and past shopping behavior into account. According to Retail DNA, 55% of consumers are willing to pay more for personalized products and experiences—yet brands are failing to provide them the option.

To explore this, our team conducted a survey of marketing and customer engagement professionals to understand how they are (or aren’t) optimizing technology to craft better experiences for their customers.

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The responses we collected helped us answer a variety of questions, including:

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    What are the gaps between customer expectations and marketing reality?

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    Why are brands struggling so much to connect with their audiences?

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    Why aren’t marketing organizations doing more to simplify customer engagement?