Proof Point
KPMG survey found more personalized experiences, focus on digital channels, and value-based products top marketing tactics used by customer-centric organizations to win new customers
Customer-Centric Organizations’ Marketing Strategies for Attracting New Customers
2017 (percentage of respondents)
| Note: | Data based on KPMG’s 2017 Top of Mind Survey of 526 executives from 31 countries, working in food, drink, or consumer goods manufacturing and/or retail sectors |
Proof Point Findings
- Customer-Centric Organizations – Surveyed companies that were rated excellent in seven or more marketing strategies, including personally engaging with end users, providing compelling customer experiences, using data analytics to predict customer preferences and behaviors, and investing in right technologies
- Provide Personalized Experiences – 35% of customer-centric organizations surveyed planning to create personalized experiences to attract new customers, with 26% also personalizing marketing communications
- Focus on Digital Channels – More than one-third (33%) increasing online and mobile advertising to reach new customers, with 30% focusing more on social media
- Add Value-Based Products – Two in ten (22%) executives planning to add more value-based products, such as more authentic brands, to product mix to win new customers
- Key Drivers – Include growing preference for more personalized experiences and engagement, shifting customer behavior towards mobile and online channels, and increasing social media use among target audiences
|
Accelerator |
|
|
Market Disruption |
|
|
Business Model and Practices Business Model |
|
|
Sector |
Consumer Durables, Food and Beverage, Wholesale and Retail Trade
|
|
Source |
|
|
Date Last Updated |
February 13, 2018
|
