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Disconnect Between Marketers and Consumers Revealed

Posted on 10.14.2014

As the holiday shopping season is about to enter into full swing, it is important that companies understand what their consumers are expecting from them.

Kitewheel, a provider of a real-time customer engagement hub for marketing agencies, has revealed the findings of an independent study they commissioned titled “The State of the Customer Journey 2014.” The study had almost 600 participants that were either consumers or marketing decision makers.

The study examines consumers perceptions of their journey in five areas: mobile, social media, real-time e-commerce, omni-channel capability and brand loyalty. One of the most interesting findings from the study was that 91 percent of consumers feel that an “in the moment” offer or deal might influence their purchase. Unfortunately, just 32 percent of marketers surveyed stated they have the necessary tools in place to make real-time deals feasible.

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However, perhaps the most interesting finding from the study was that 73 percent of consumers believe loyalty programs should be leveraged by companies to show their loyalty to their consumers while 66 percent of marketers still believe that consumers should be the ones demonstrating loyalty.

"Brands face tremendous challenges -- and opportunities -- to adapt their strategies to better meet the demands of today's connected consumer, while truly differentiating themselves," said Mark Smith, president of Kitewheel. "Yet transformation across one category or touch point will not suffice in the long run -- individual customer journeys that span all touch points, channels and strategies must lie at the heart of this evolution."

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