Last year, the CMO Council undertook its first annual report to understand a fundamental question: When the moment is critical, where do consumers turn? Yet what we found was, no matter what the generation, from Generation X all the way to the silent generation, consumers want a blend of both digital and physical channel experiences.
The key here is which channel is preferred depending on the unique needs of that individual. We found key differences across age groups, genders and geographies around channels of choice as it relates to each of the key moments in the user journey.
This year, we’re looking to dive back in and see, in the age where digital is dominating, where consumer preferences are shifting in how they communicate with companies they do business with. Are they sinking into the digital-only realm? Or has this forced-digital realm made consumers long for a return to in-person interactions?