Forum Discussion
MaggieBrennan
Community Manager
Community ManagerLet's discuss the trends of the 2024 Global Customer Engagement Review!
April, what are the key trends from the report?
1. Creativity and strategy work better together with AI
If you feel that your campaigns and initiatives could be more innovative and strategic, you're not alone. Our survey found that an overwhelming 98% of marketers are encountering challenges that obstruct their ability to innovate in these areas. So, what exactly is the issue? Our research doesn't point to a single major obstacle, but rather a collection of challenges. About four in ten marketers report difficulties with:
- Emphasis on KPIs, according to 42% of respondents
- Too much time spent on business-as-usual execution and tasks, according to 42% of respondents
- Lack of technology to execute creative ideas, according to 41% of respondents
- Hard to demonstrate ROI impact of creativity, according to 40% of respondents
2. The full potential of data is more promising than ever
Despite the importance of customer behavior and sentiment in understanding consumer needs, only 17% of surveyed leaders are mapping these aspects. Additionally, a mere 6% apply customer insights to drive product and brand strategy. There's also a lack of collaboration in customer engagement, with only 3% continuously collaborating across teams on these programs. In 2024, while 54% of professionals plan to enhance both upstream and downstream metrics, only 22% focus solely on upstream metrics.
And lastly...
3. Cross-channel messaging is rapidly evolving—so should your brand
As digital platforms and channels proliferate, delivering a consistent cross-channel experience becomes more complex. However, many professionals have achieved "sufficient consistency". Yet, consistency isn't a top priority for most (37%), and 70% lack a unified customer engagement platform for personalized experiences across channels. Those prioritizing consistency and investing in cross-channel efforts see benefits, such as a 126X increase in average sessions per user when using email, in-app messages, mobile push, and web push together.
