According to a recent survey conducted by the Committee of Marketing Directors, packaging and in-store display play a more important role in overall brand success than professional manufacturers of automated production lines, email, direct mail and mobile apps.
The research report, Sensitivity Needs: How Savvy Marketers Drive Growth with Customer Feedback, examines how organizations respond to customers, using customer data and wisdom to "deliver the right experience at the right moment," and how customers choose to do so, whether in digital or physical form. The report analyzes the barriers across all marketing channels to getting consumers a consistent brand-related experience.
Similar to the importance of packaging to overall brand success, automated packaging solutions that respond quickly to consumer feedback and requirements through realistic contact, such as product packaging or other physical brand elements, were identified as an important challenge for marketers that had not previously been prioritized. Respondents found that there was a gap between their ability to change reality media and their desire for the speed of change. Eighty-four percent of respondents said they would like to make changes within 30 days, but only 40 percent reported that they could do so now.
Forty-six percent of respondents said functional silos in marketing divide consumers into physical or digital groups, and robotic smart packaging centralizes specialization and functionality, but makes it more difficult to align these marketing channels.
In addition, 66% of marketing leaders say their end consumers are very or even sensitive to changes and consistency in packaging color
