What CMOs want from their agencies and the changes from COVID-19

Chris Pash
By Chris Pash | 12 October 2021

CMOs believe the brands of today are built through digitally enabled experiences, according to an annual study of leading marketers by dentsu’s global digital experience agency Isobar.

More than four out of five (82%) CMOs have shifted or are shifting their marketing spend online. 

And 86% of CMOs agree that a majority of the interactions consumers have with brands happen online.

The Isobar CX Survey 2021: The Rise of Connected Experience shows that CMOs believe the profound changes in the world of commerce at the peak of the pandemic are here to stay.

Sven Huberts, global managing pattern at Isoba: “The connected future has arrived -- innovation and new experience technologies are now critical in creating differentiation and growth. 

“But it’s connected experience— creativity that crosses touchpoints, senses and communities, that is driving this future.  

“This survey is a call to arms for everyone in the industry to step up or be lost in a sea of sameness.”

In the survey, isobar asked: What do you need from an agency partner to deliver brand experience strategies?

The response:

isobar survey 2021

The research was conducted throughout August 2021 via online questionnaires by 800 CMOs and marketing directors in eight markets: Australia, Brazil, Canada, China, France, India, UK and the US.

Isobar says the findings have huge implications for the skills needed to build brands in 2021 and beyond, dramatically accelerating the importance of what is called Connected Experience.

The study: “The first wave of CX thinking was focused heavily on what we typically think of as Customer Experience: removing friction and eliminating pain points. 

“The challenge was that every highly efficient and frictionless experience began to look remarkably like every other highly efficient and frictionless experience. 

“The second wave, Creative Experience, addressed this problem and emphasised the importance of building differentiated, delightful and disarmingly human experiences, enabled by emerging technologies such as voice, AR, and IoT. 

“We found evidence for this in our 2019 & 2020 surveys where we saw significant adoption of these technologies and a significant increase in the value CMOs placed on the role of ideas and innovation in shaping CX strategy. 

“In 2021, we believe that the bar has been raised once more — demonstrating the vital importance of Connected Experience: experiences that connect on and offline, belief and behaviour, real and virtual, culture and commerce more completely than ever before." 


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