Tech

State of Marketing Research: Real-time intelligence and hyper-personalization are a competitive advantage


Man using tablet with different icons

State of Marketing Research 2022 and beyond – faster, more personalized, smarter, and integrated across the enterprise.

iStockphoto / Getty Images

Marketers today have more tools, technology, and data than ever before, with sophisticated strategies in place to build lasting customer relationships.

This is follow Marketing Status Report in 2022, a Sales force Research survey of 6,000 marketing leaders worldwide.

The report shows that marketers are as optimistic as ever, with 87% of marketers saying their work now delivers greater value than it did a year ago – a 10% increase from 2021.

Also: Digital Transformation: Top 5 Skills You Need to Succeed

Here are the main findings of the report:

1. Marketers stay optimistic in tough times: Despite macroeconomic uncertainties causing teams to check their budgets and adjust their technology, marketers remain optimistic in the face of change. 87% of marketers say their work is of greater value now than it was a year ago. The current macroeconomic environment has teams checking budgets and tweaking tech stockpiles, yet marketers remain optimistic.

  • 1 in 3 marketers say budget constraints are a challenge.
  • However, 87% of marketers say their work is of greater value now than it was a year ago.

2. Marketers navigating the complex legal landscape: Marketers are adapting to privacy changes
regulation and calls for data transparency.

  • While 75% of marketers are still investing in third-party data, 68% say they have a fully defined strategy for moving away from third-party data.
  • Marketers expect to nearly double the number of data sources they must reconcile: from 10 sources in 2021 and 15 sources in 2022, to 18 sources by 2023.

3. Unified Distributed Teams with Collaboration Technology: Realizing that remote and distributed work is here to stay, leaders are investing in new collaboration tools. Marketers have adopted an average of four collaboration technologies, and 70% expect these investments to be long-term. Marketers have adopted an average of four collaboration technologies, but 69% say collaboration is harder today than it was in pre-pandemic times.

Also: The best collaboration apps: Top team tools

4. New channels and innovative tactics redefine customer engagement: Marketers and brands are investing in a combination of channels and technologies to reach audiences in new places and build lasting relationships. 83% of marketers say their marketing organization engages customers in real time across one or more marketing channels.

  • 71% of marketers say it’s harder to meet customer expectations than it was a year ago.
  • 83% of marketers say their organization engages customers in real time across one or more marketing channels.

5. KPIs change as marketers pursue real-time intelligence: Across every stage of the funnel, marketers are tracking more metrics year-over-year than ever before. Speed ​​to insight remains a competitive advantage. And 72% of high-performing marketers can analyze marketing performance in real time.

6. Marketers Lead with Values: Today’s customers want their value to be reflected in the brands they buy and marketers are responding to. 85% of marketers say their external messaging reflects the company’s values. Currently, 93% of high-performing marketers say their external messaging reflects the value of their business compared to 70% of underperforming competitors.

Executive summary numbered 1 to 7 from State of Marketing Research

State of Marketing 2022 – Executive Summary.

State of Marketing Edition 8 / Salesforce Research

Here are my 10 key takeaways from the State of Marketing 2022 study:

  1. Nearly 9 out of 10 marketers are optimistic about the changing landscape. With changing consumer preferences, changing purchasing behavior, and increasing customer expectations, marketers remain focused on the future and consider “experimenting new marketing strategies” as their number 2 priority. This innovation drive comes from the top: 91% of CMOs say they must constantly innovate to stay competitive. Marketing organizations are also investing in their people to attract and retain employees amid a competitive job market. 71% of marketers say that employee retention is harder than it was a year ago. Marketers have also changed where and how they operate, with many changing here to survive. No longer constrained by geography or time zones, many marketers are finding success by unlocking new customer segments, investing in top-priority digital experiences, and organizing events. virtual and hybrid. The shift to distributed marketing teams coincided with a flurry of investments in collaborative technology, with 70% of such investments considered permanent.
Statistics on marketers remain optimistic amid the changing landscape.

State of Marketing Edition 8 / Salesforce Research

2. Improving the use of tools and technology is the #1 priority for markers. CRM is a premier tool for high-performing marketers. While customer relationship management (CRM) systems are particularly popular, marketers use a combination of tools to build relationships throughout the customer lifecycle. 89% of B2B and B2B2C marketers are using account-based marketing platforms, helping teams pursue aligning targeted campaigns with their sales and service partners.

List of top priorities and challenges for marketers.

State of Marketing Edition 8 / Salesforce Research

3. CMOs cite customer preferences and expectations as the number one driver of digital strategy. Where customers lead, marketers follow and marketers are increasingly experimenting with new digital channels to reach them. Video continues to play an important role as both a channel and a tactic, with intro videos and live streams both rising to the top of the marketing mix.

Percentages for different tactics to redefine customer engagement

State of Marketing Edition 8 / Salesforce Research

4. In pursuit of omnichannel engagement, marketers are incorporating more push messaging and mobile messaging along with email campaigns. According to Salesforce Marketing Cloud product data based on trillions of messages sent, email usage has grown year-over-year, accounting for 80% of all outgoing messages. The number of emails sent has increased by 15% in the last year. When it comes to sheer send volume, email remains an effective digital channel. In fact, customers say that email is one of their favorite channels to interact with brands, second only to the phone. The shift in customer expectations continues to keep marketers motivated. 71% of marketers say it’s harder to meet customer expectations than it was a year ago.

Statistics on privacy changes among marketers.

State of Marketing Edition 8 / Salesforce Research

5. For marketers, personalization isn’t just about targeted messaging, it’s about hyper-personal understanding.. According to recent research, 73% of customers expect companies to understand their unique needs and expectations. In response, 83% of marketers are using dynamic customer insights to tailor their strategies and optimize the impact of each interaction. Marketers know that data-driven, customer-centric engagement is transformative — and a lot of it. Brands continue to predict an increase in the number of data sources used each year, predicting an average of 18 data sources by 2023. Salesforce partners with Snowflakes to ensure real-time and open data sharing between Salesforce and Snowflake, allowing our CRM platform to directly access the data stored in Snowflake and vice versa, allowing customers to view 360 degrees in real-time real-time on two platforms without moving or duplicating data.

Also: It’s time for tech teams to find their voices in the customer experience

According to the Gartner Cross-Functional Customer Data Survey 2021, only 14% of organizations achieve a 360-degree view of their customers. Of those who have achieved it, 44% of respondents said their 360-degree view is in the customer data base. Although the deadline for removing third-party cookies has been postponed once again, marketers are turning around first-party data and 0. However, 75% of marketers say they rely on at least one third-party data entry. While not all third-party data involves cookies, marketers will need to reconcile this strategy with recent changes in privacy regulations.

Data source statistics of marketers

The number of marketing data sources is growing rapidly.

State of Marketing Edition 8 / Salesforce Research

6. Marketers are using AI to scale their efforts. 68% of marketers say they have a fully defined AI strategy, up from 60% in 2021 and 57% in 2020. Marketing organizations are well aware of the benefits and continue to invest in applications Use AI to enhance the customer journey – like solving customer problems. identity and drive the next best deals in real time. While customers are more online than ever, 43% still say they prefer non-digital channels. This explains one prominent AI use case for marketers: connecting online and offline experiences.

7. Marketing without metrics is like driving a car with your eyes closed. To understand if their efforts are moving, marketers are investing in analytics to gain an accurate view of the impact of their messages, campaigns, and marketing spend. Marketers are also focusing on personalization and key customer experience touchpoints, with multiple teams tracking web and mobile analytics, content engagement, and the lifetime value of customer (CLV) than before. But marketers say measuring attribution and marketing ROI is their #2 challenge, meaning there’s still a lot of work to be done when it comes to simplifying the reporting process.

Statistics of metrics being tracked by marketing organizations

State of Marketing Edition 8 / Salesforce Research

8. Distributed teams need better collaboration tools to drive results. While new collaboration tools and teleworking technologies have brought digital agility, virtual collaboration is not without its challenges. 69% of marketers say it’s harder to collaborate today than it was before the pandemic.

Collaborative Technology Statistics for Marketers

State of Marketing Edition 8 / Salesforce Research

9. Value creates value. And marketers are leading with values. 66% of customers have stopped buying from a company whose value doesn’t match them. With 88% of customers saying they expect to see brands demonstrate clear and powerful values, marketers recognize a unique opportunity to lead with value-based messaging. In fact, 93% of high-performing marketers say their external messaging reflects the value of their business compared to 70% of underperforming competitors.

Also: One bad experience is all it takes to lose a customer

Statistical value-based approach for marketers

State of Marketing Edition 8 / Salesforce Research

ten. Building a marketing organization of the future means investing in education and upskilling. The most important marketing skills for the next two years will be:

1. Content Marketing

2. Campaign Strategy

3. Data Analysis

4. Creativity

5. Communication

Research on the State of Marketing 2022 is a comprehensive report with industry-specific and demographic data based on input from 6,000 marketing leaders worldwide.

news7f

News7F: Update the world's latest breaking news online of the day, breaking news, politics, society today, international mainstream news .Updated news 24/7: Entertainment, Sports...at the World everyday world. Hot news, images, video clips that are updated quickly and reliably

Related Articles

Back to top button