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RESEARCH, ANALYSIS & TRENDS

• The digital-first era is here to stay: More than • Expectations are high and the competition re-
three quarters of executives surveyed (78%) said lentless: 81% of executives believe user expecta-
digital adoption has accelerated and will never re- tions for great digital experiences have never been
turn to previous levels, with customers having higher, and 69% said competition for customer loy-
formed new and lasting digital habits; 92% said alty has never been fiercer, highlighting the urgen-
now is a unique opportunity to capitalize on digital cy and criticality for all digital businesses to rethink
acceleration. how they deliver customer value in the new era.

• Digital product is the epicenter of the digital "There are now two types of companies emerging fast-
business: 58% of executives cited a focus on user er than ever – digital disruptors and those being digital-
engagement as the number one indicator of a digi- ly disrupted," says Jennifer Johnson. "To survive in this
tal product’s long-term success. This highlights the new digital-first era, companies need a fundamentally
shift from measuring how to “get the customer in new approach to understanding digital customer behav-
the door”, with metrics such as ad clicks and web- ior, predicting which behaviors translate to business
site traffic, to measuring how customers are realiz- outcomes, and adapting digital experiences to maxim-
ing value within the digital product as the new ize business outcomes. You cannot get this visibility
benchmark for digital success. through ad clicks and web traffic. The new digital busi-
ness metric to unlocking growth is measuring where
• Net Promoter Score (NPS) is fading in rele- value is created and exchanged – in the digital product.
vance: NPS used to be the holy grail of measuring Measuring digital success through this lens needs to be
customer sentiment and loyalty. Now, only 16% of at the core of every digital business," she concludes.
executives see customer sentiment scores such as
NPS as important to a digital product’s long-term Indeed, businesses need to uncover what’s working,
success, highlighting a key shift from measuring pinpoint where to double down, and determine where to
after-the-fact customer sentiment to real-time user place their bets to exceed customer expectations and
engagement within the digital product experience keep pace with the competition. With deeper insight
as the critical digital success factor. into digital customers, growth opportunities expand
from simply increasing the number of customers to cre-
• Data culture is a differentiator: 43% of execu- ating a highly engaged, highly valuable customer base.
tives cited the lack of a data-driven culture as the ◊
top challenge to making the leap to a digital-first
business. Nearly 40% of executives also cited the By MediaBUZZ
inability to analyze their customers’ full experience
across devices and products, and a lack of central-
ized data, as key challenges.

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July 2022: Search Marketing 9