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May 08, 2020 | Article
Rapid changes in customers’ attitudes and expectations and in the competitive environment are challenging marketers. Meanwhile, technology, data, and global connectivity have provided more opportunities to innovate, not only through products and services but also through improved customer experience. This research highlights the views of marketing and communications executives globally. Topics include: evolving customer attitudes, preferences, and behaviors; customer interaction with brands (channels, customer loyalty, customer data management); customer-focused innovation (customer preference changes regarding new products/services, sources of innovation); using new technology for marketing (AI, voice technology, blockchain); and desired skills in future marketing talent.
Future Skills in Demand Now Specialist skills (e.g., data analytics, AI, digital media) are the most sought-after skills in marketing hires. Creative skills are needed to design customer-friendly interfaces and visuals, among others, and complement teams’ digital expertise. Creativity is crucial for managing the COVID-19 crisis and recovery.
Values Will Matter More Half of C-suite and 60% of marketing executives expect increased customer attention to companies’ values. The COVID-19 crisis is an opportunity for brands to stay relevant through actions and communications that emphasize corporate values and social responsibility.
Sustainability Matters but So Does Price Half of marketing and C-suite executives expect customers to be willing to pay a premium for sustainable brands. However, our research found price premiums to be a purchase barrier. So
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