While building a strong relationship with consumers is at the forefront of every marketer’s mind, the two don’t always see eye-to-eye. What marketers might think will have an impact on increasing engagement might actually turn off consumers. It happens all the time.
This is because companies in today’s rapidly changing digital world are forced to jump feet first into new marketing technologies and strategies before fully understanding how they impact consumers and influence the purchasing process. To bridge the gap in understanding, Lyris partnered with The Economist Intelligence Unit to size up marketer and consumer perceptions on what works, and what does not.
The survey asked 409 consumers and 257 marketing executives about everything from personalization to privacy – the executive summary can be viewed here. The results highlight some of the most compelling trends in marketing and give insight into where any misunderstandings lie and, most importantly, what marketers can do about it. Learn more about the survey here.