2021 was a year marked by uncertainty yet underpinned by evolution and change. Such a challenging period of time brought with it a unique opportunity of reset and renewal; an optimistic notion which is reflected in the findings of iCrossing’s recent Marketers Priority Index Report 2022.

In a session chaired by Nicola Kemp, Editorial Director at Creativebrief, leaders in marketing; Emma Roffey, VP Marketing EMEAR at Cisco, Faye Turner, Head of Commercial Strategy and Insight at Hearst UK and Ruth Cobb, Head of Marketing Communications, YMCA; came together to discuss the findings of the iCrossing report and reflect on the changing priorities modern marketers face.

Aptly named ‘Change as usual’, iCrossing’s Marketers Priority Index Report 2022 is a study into consumers' and marketers' priorities for the year ahead. Where top-line findings showed that in spite of hardship the mood of the industry is optimistic, the panel deep-dived into some of the key takeaways of the report; the need for continued empathy in communications, the importance of consumer centricity, the power of digital skills and a willingness to embrace change.

The pandemic brought with it dramatic change in society, life and the working world and a dramatic shift in consumer needs. A pace of change which makes it even more essential that marketers take the time to research and understand their audiences, placing them at the heart of each and every touchpoint. Turner resonates with the report’s emphasis on the importance of what she describes as  “back to basics, back to the roots of marketing”. An approach which she believes is underpinned by “the need to be empathetic with customers.”

Customer Centricity

The report reveals that 52% of companies fall short of meeting customer expectations. A statistic which Turner believes demands a shift in approach. She explained:  “You have to look at what expectations are not being met. If you don't put the customer at the heart of what you do, they aren't going to put you in their hearts.”

“For us, persona-based omnichannel journeys became very product-led and sometimes customer-centricity was lost so we are pivoting toward customer centricity, changing our omnichannel journeys and leveraging data and insights.” shared Roffey, stressing that in order to execute this centricity, leveraging data and insights is essential to gain a full, holistic understanding of the audience. “Brands are often rich in data, but it’s how you leverage those insights to help shape the omnichannel journey be it through demos, trials, webinars, events - it's a complete journey.” Roffey continued. 

In the charity sector, for Cobb customer-centricity means “understanding supporters' motivations, being clear on propositions and on why people should care.” By using a range of digital channels, Cobb is able to further engage audiences converting them into supporters rather than purely donors. “We need to think broadly to widen support, building up connections across platforms and bringing them in.” 

79% of consumers say that the experience that a company provides is as important as its products and services. “This means that the last experience a consumer has with a brand sets a benchmark for other brands” explains Turner, “It’s not just competitors in the same industry, every brand that consumers have experience with contributes.”

Active Listening

Kemp pointed to the fact that in the current climate, mental availability is a sparse resource. Turner adds that “as the market gets more fragmented it's hard understanding the motivations of the audience and their needs as who they are. We need to understand other distractions and take into account audience mindset.” The panel touched on the idea of ‘active listening’ which is hugely important and relevant to every sector in such a unique period of change, we need to spend more time listening.

“It’s not always about reach but about attentive reach” adds Roffey. While Cisco operates largely within the B2B landscape, she stresses that “we are B2B but really that’s B2P - business to person, you have to connect with people and get their attention.” In a time where the lines between work life and personal life are more blurred than ever, remembering that an audience is made up of individuals with unique needs and feelings is paramount.

“By listening to consumers we have seen a clear, heightened focus on sustainability and the climate crisis.” says Turner “positioning on sustainability is really important, in every pitch, within recruitment, it sets you apart from other vendors and impacts every part of our marketing and brand positioning.”

For Cobb at the moment tone is particularly important which comes from being in tune with an audience. “To connect people with deeper issues we need to engage and empathize. She continued “with the help of iCrossing we were able to discover that some people thought that homelessness was self-inflicted, they weren’t seeing the reality of it, the trauma, the hidden homeless which lead us to develop a new campaign ‘no young person chooses to be homeless’ to help explain the issue, educate and engage.”

Challenging times call for a heightened focus on openness and honesty, particularly when it comes to working with partners.  As Roffey explains: “People want to know what's cooking in the kitchen, before things are fully baked.”. She shared how bringing partners on board earlier creates a culture of openness and improves loyalty.

Navigating Change

Change has been driven at times by necessity at others by seeking ease or joy. Embracing evolution is the only way that businesses can truly navigate change. Cobb cites the pandemic as a positive catalyst for change for embracing the shift toward digital. “The pandemic [helped] to show how important digital has become and pulling in partners like iCrossing helped with the process,” she explained. 

For consumers, optimistically, the report found that half believe the future will be better because of the new ways of living that have been adopted. “We’ve done lots of studies about coming out of lockdown, on things people will keep and things they will change. It’s a really interesting time in life where people have had time to stop and pause.” says Turner; “People are getting more strategic about what they do and don’t want in their lives. Community, sustainability and responsibility are key themes coming through, as is a focus on positivity.”  

The report revealed over a quarter of those surveyed say they don't have enough time to practise digital marketing. In a time-pressed world the panelists shared their own priorities, urging marketers to look at data, focus on creativity and remember the power of collaboration. As dramatic shifts happen so rapidly, focusing on talent and championing people is crucial to facilitate and embrace each and every change. Changes, which this report underlines, are always on the horizon.

To read the full Marketers Priority Index Report 2022 click here