Survey from Dentsu Aegis reveals disconnect between CMOs and consumers

A global survey of 1,000 CMOs and other senior level marketers in 10 countries by the Dentsu Aegis Network has revealed a disconnect in what CMOs believe is important from a consumer trust point of view, and the aspects that actually led consumers to trust a company.

Consumers rated the legacy of a company, its transparency and legitimacy higher than the marketers.

There was also a yawning gap between what marketing heads consider important for the future and what they are delivering well today. Only 54% believed they were doing well on ‘creativity and big ideas that build the brand and create an emotional connection’. 

The numbers dropped below 50% when considering aspects like ‘data collection, management and analytics that drive real consumer insight’, ‘CRM and loyalty programmes that help anticipate future customer needs’ and ‘media that is highly targeted, contextual and optimised through data’.

These were all aspects that 75% and more of the marketers surveyed believed would be important in the future.

When asked about the key barriers to building better relationships with consumers, marketers in 2019 believed that ‘increasing levels of competition’ and ‘marketing agency capability’ were now bigger problems than they had been a year before. Among the internal challenges to delivering their marketing strategies, more marketers in 2019 cited ‘securing long term investment’, inability to transform the business quick enough’ and finally ‘lack of integration from marketing agencies’ as factors.The full report with many more results can be found here.


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