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New study suggests alignment of physical, digital touchpoints for omnichannel experience

A recent study conducted by Chief Marketing Officer (CMO) Council states that responsiveness at digital speed can quickly become consumers' standard expectation, even for physical touchpoints such as product packaging, in-store signs, and other point-of-purchase displays.

The report, titled “The Responsiveness Requirement: How Agile Marketers Act on Consumer Feedback to Drive Growth,” is a comprehensive research study undertaken by the CMO Council in partnership with Esko, Pantone, MediaBeacon, X-Rite, and AVT, who together are global innovators in the marketing and product packaging supply chains.

The study investigated how organizations are faring when it comes to responding to customers and leveraging customer data and intelligence to deliver the right experience in the right moment and through the channel of the customer’s choice, whether it is a digital or physical touchpoint. To meet these challenges, marketers point to a real need for new processes and tools to accelerate change and achieve organizational transparency.

“Esko is proud to empower brands to master the increased complexity that comes with creating more engaging, physical consumer experiences and aligning that with the digital brand experiences,” states Udo Panenka, President of Esko. “I also see opportunities to connect brands with their packaging suppliers in new ways that will remove roadblocks and quicken the pace at which products can get to market.”

The study was conducted in the spring of 2017 and includes input from more than 153 senior marketing executives. Fifty-four (54) percent of respondents hold a title of CMO, Head of Marketing or Senior Vice President of Marketing, and 33 percent represent brands with revenues in excess of $1 billion (USD).