安索帕（Isobar）：2021创意体验报告—互联体验的崛起-43页_8mb

Isobar CX Survey 2021: Summary

Core Content

The Isobar CX Survey 2021 explores the evolving landscape of customer experience (CX) in the post-pandemic era, emphasizing the rise of Connected Experience as a critical driver for brand differentiation and growth. The survey, conducted with over 800 CMOs and Marketing Directors across eight global markets, highlights how the digital transformation accelerated by the pandemic has reshaped consumer interactions, brand strategies, and the role of marketing agencies.

Main Views

1. The Future is Virtual

• The pandemic has fundamentally changed consumer behavior and brand interactions, with 86% of CMOs agreeing that most brand interactions now occur online.
• 82% of CMOs have shifted or are shifting marketing spend to digital channels.
• Virtual experiences, such as AR try-ons, NFTs, and Fortnite concerts, are becoming more valuable and accepted.
• 47% of CMOs believe that virtual experiences like AR and remote consultations will continue post-pandemic.
• 48% believe more digitized in-store experiences with contactless technologies will persist.

2. The Rise of Connected Experience

• Connected Experience goes beyond traditional Customer Experience (CX) and Creative Experience, integrating offline and online, real and virtual, culture and commerce.
• It requires a new set of skills and a mindset that embraces multisensory design, code and craft integration, and community engagement.
• 86% of marketers agree that every touchpoint should tell the brand story.
• 83% of CMOs believe there can be no disconnect between brand promises and customer, employee, or community experiences.

3. Connecting Commerce & Culture

• The boundaries between content, commerce, and culture are blurring.
• 85% of CMOs believe an online store should feel as distinctive as an offline one.
• 69% of marketers are either considering or have already invested in creativity to enhance commerce touchpoints.
• Brands are leveraging live social commerce, immersive experiences, and first-party data to create more personalized and engaging interactions.

4. Connecting Craft & Code

• The new creative toolkit demands a blend of design, data, and innovation.
• 86% of marketers see the importance of creating multi-sensory brand design systems.
• 49% are implementing innovative multi-sensory content, with 30% having done so in the last year.
• The top requirements for agency partners include creative ideation, craft, innovation, data integration, and human empathy.

Key Insights

• Connected Experience is the new standard for building brands in a digital-first world.
• The integration of technology and creativity is essential for creating distinctive, human, and immersive brand experiences.
• Community engagement and virtual storytelling are becoming vital for brand authenticity and relevance.
• Gaming and virtual spaces are emerging as powerful platforms for marketing and brand interaction.
• Total Commerce and Connected Design Systems are key strategies for navigating the future of brand experience, emphasizing omnichannel integration, data-driven insights, and seamless user journeys.

Case Studies

KFC: From Fast Food to Fast Tech

• KFC partnered with Isobar and WeChat to launch KFC Pocket Store, a social commerce initiative that enabled users to create their own virtual stores.
• Resulted in 175 million loyalty memberships, 8 million pocket stores, and 13 consecutive quarters of growth.
• Demonstrated the power of connected brand experiences and digital transformation.

Philips Hue: D2C Transformation

• Philips Hue shifted to a direct-to-consumer model using Adobe Experience Cloud and a headless deployment of Magento.
• Enabled seamless, personalized experiences across multiple channels and touchpoints.
• Resulted in increased marketing performance, conversion rates, and site load times.

Volkswagen: Road Tales

• Created location-based audiobooks to transform car journeys into interactive storytelling experiences.
• Utilized a custom story-engine and Dutch highway mapping to create a magical and engaging brand experience.
• Launched within 24 hours on the App Store and won 6 Silver Cannes Lions.

Kang Shi Fu & Luo Tianyi

• Collaborated with a virtual singer to create a community-driven experience for a product launch.
• Leveraged UGC and social platforms like Weibo and WeChat to build excitement and engagement.
• Generated social buzz and inspired fans to create celebratory content using the brand’s products.

How Isobar Can Help

Isobar, as a Creative Experience Agency, offers four key strategies to help brands thrive in the world of Connected Experience:

1. Total Commerce – A holistic approach to commerce that integrates content, culture, and commerce.
2. Connected Design Systems – Ensures brand consistency across all touchpoints and markets.
3. Dynamic Content – A Content Symphony platform that enables 24/7 production, AI integration, and flexible content creation.
4. Virtual Craft – Explores virtual idols, VR experiences, and immersive digital storytelling through partnerships like VeryStar and Dentsu Japan Entertainment.

Conclusion

The Isobar CX Survey 2021 underscores the shift from traditional CX to Connected Experience, which is defined by its ability to bridge the real and virtual, commerce and culture, code and craft, and brand and community. Brands that embrace this evolution will be better positioned to differentiate, engage, and grow in an increasingly digital and connected world.