The Salesforce Global Marketing Trends Report is based on data collected by 2022 from 6,000 marketing professionals, including middle marketing managers and chief marketing officers (CMOs) in 35 countries around the world. According to the report, marketing experts are focusing on ▲discovering innovative channels to improve customer experience ▲establishing strategies to prepare for strengthened privacy policies ▲improving KPIs through real-time intelligence ▲delivering marketing messages to enhance brand value. appeared to be
According to a Salesforce study, chief marketing officers cite customer preferences and expectations as the most important factors they consider when formulating a digital strategy, and 73% of customers believe that their companies can help them understand their unique needs and expectations. Responded expecting to be understood. According to the report, email as one of the traditional marketing channels remains strong, accounting for 70% of all outbound messages, but innovative marketing that drives customer engagement with TV and OTT streaming platforms showing 27% year-over-year growth. emerged as a channel.
It was found that marketing experts are also focusing on securing capabilities to provide personalized experiences that satisfy customers while complying with strengthening privacy regulations. The survey found that while 75% of marketers still invest in third-party data, 68% said they had a strategy in place to move away from these sources. In addition, marketers are expanding the use of technology to improve customer experience and enhance operational efficiency through the use of AI. 68% of marketing professionals said they have developed a strategy to leverage AI, up from 57% in 2020 and 60% in 2021.
For chief marketing officers, 91% stressed that ongoing digital innovation is essential to staying competitive. In fact, 51% of marketing professionals responded that they had a Web3-related strategy to diversify customer touchpoints and channels, and VR and AR utilization was the most common among them. 46% of marketers without a Web3 strategy are collecting their own data with unique digital assets such as cryptocurrencies, metaverses, and NFTs in preparation for cookie abolition.
Domestic marketing experts cited ▲real-time customer interaction ▲establishing an organic customer journey based on customer data source integration ▲improving the use of tools and technologies as challenges. In particular, it was found that investment in IT technology for real-time interaction with customers is being considered in accordance with the strengthening of personal information protection policies and the increase in data sources. The channels with the largest increase in usage in Korea were TV and OTT media as well as global, with 87% of marketing organizations saying they are leading customer experience initiatives across their businesses.
Boo-Han Son, CEO of Salesforce Korea, said, “Customers hope to have a lasting relationship with a company that understands the values and expectations they are pursuing, and accordingly, marketers face challenges such as abolition of third-party cookies, data-based personalization, and marketing automation. In order to solve this, we need to think about securing an integrated view of customers based on the use of IT technology more than ever.”
Source: ITWorld Korea by www.itworld.co.kr.
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