In a world of over-choice on demand, brands need to deliver a Human Experience. HX requires forging genuine, human connections in an increasingly digital world, and making the leap from personalized to personal marketing.
HX is the new premium. More than all its features and benefits combined, a brand’s Human Experience, or HX, will determine its ultimate value.
To understand how changing expectations will shape HX across key business verticals, Worldwide Partners and GlobalWebIndex explored this growing demand for the human experience globally. Our findings show a way toward marketing that makes a greater difference than ever.
Today’s digitally-connected consumer seeks more localized, personalized experiences that are relevant to their own cultural context and situation. Yet 73 percent of global marketers feel only partially prepared to deliver on those expectations.
This report, produced in partnership with The CMO Council, reveals that marketing operational structures may actually be keeping the customer and brand apart. Indeed, global marketers are struggling in a battle between the efficiency of centralization and the effectiveness of localization, causing them to re-think their current mar-ops strategies.
The Agency Futures Index, WPI’s quarterly benchmark created by Agency Futures and Question & Retain, shows independent agencies are growing, hiring and moving up the strategy spectrum. As consumers migrate to new forms of content and commerce, they render many brand playbooks obsolete. And as clients take data and technology functions in-house, they need more help turning fresh insights into business advantages.
The result: indies are getting asked for strategy, and finding it’s more profitable than any other agency service. To seize the strategy opportunity, agencies are focusing on new approaches to talent for a largely hybrid working environment.