We are dentsu

新常態下打造新典範

在公運交通、上班狀況、娛樂活動、實體零售行為，台灣消費者皆已逐漸展現「與疫共存」的新生活。這些新習慣、行為代表著追求有意識消費的市場、吵鬧喧囂的數位世界、年輕世代慣用的資訊格式以及新語言。品牌在新常態下更應該積極建立品牌吸引力，跨越破碎社群帶來的衝擊性，建立新生活的行為典範。

GenZ - Z generation plays for real!

Sorting out the changes in the overall environment in Taiwan in the past 60 years, taking people as the core, incorporating the influence of family, education, and external factors on the shaping of values, to have a clear context for thinking about Z generation. Playing for real is the outlook on life of Z generation, and it is more reflected in every consumption decision. Brands must respond to play with them, play for real: to achieve transparency, sincerity, fairness, daring to play, openness, feedback and other 6 key elements.

2022 Customer Experience Imperatives

The pivot from conventional marketing to today’s hyper-personalized customer experience management (CXM) can be seen everywhere you look, as brands innovate to meet customers where they are, with the specific products and services they desire. ​

Brands must deliver personalized moments that, when taken together, comprise meaningful experiences across the spectrum of customer engagement. And for the marketer, this isn’t just about the data, analytics, and technology that deliver the interactions; it’s about what those interactions feel like at every touchpoint. Done right, these moments and experiences ultimately build up to lasting relationships, substantial lifetime value, and sustainable competitive advantage. ​

In this report, Merkle reveals three critical imperatives related to data, process, and loyalty that could change how marketers manage their transformative strategy.