Marketers fail to respond to consumer needs

Stephen Whiteside

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Just 16% of marketers believe they are truly responsive to consumer needs – and thus capable of making rapid alterations to products, experiences, services, and packaging based on evolving shopper demands.

Another 45% of brand custodians rate their company's responsiveness level – when defined as the "ability to know, understand and then react to the consumer" – as "fairly good", and 36% concurred that it "depends on the channel".

Overall, these figures indicate that most marketers are lagging behind the expectations of today's consumers – standards that, in turn, are increasingly being set by nimble, flexible, instant-gratification pioneers such as...

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