There could not be a better time to be an online marketer. The world of marketing is evolving fast. As per reports, 80% of marketers lead their customer experience initiatives across the business, while 94% of marketers globally view the marketing function as critical to driving growth.
A recent report by Salesforce studied more than 2,500 global marketing professionals and their businesses. It revealed that marketers today are under pressure to optimize and prove their marketing ROI in a tough environment of digital privacy policy, all while keeping up with the constant operating challenge of organizing and accessing quality data.
Today, marketers aspire to build a cross-channel view that is holistic while enabling speed to insight and rapid decisions at the pace of their business. Reports show that marketers rely on data to inform and create personalized, trusted customer experiences, all directed at maximizing ROI.
Privacy changes have shifted strategy and investment
In the last couple of years, data privacy regulations, GDPR, Apple Mail Privacy Protection, and the deprecation of third-party cookies by Google, have pushed marketers to adopt a consent-based route to collecting data. Ninety percent of marketers agree that recent data privacy changes have fundamentally changed how they measure marketing performance.
Focus on data quality
Marketers need to know they can rely on the data being collected to drive outcomes. Four in five marketers indicate that data quality is crucial to driving marketing-led growth and customer experiences.
But not everyone has access to a reliable data foundation, nor the ability to unlock it. Marketers say employee resources and manual data integration are top challenges in efficiently evaluating performance. Though marketers are investing in analytics technology, only 51% of marketing teams currently have employees dedicated to analytics.
A centralized view of data
Reports suggest that 98% of marketers emphasize the importance of having a complete, centralized view across all cross-channel marketing. Marketers need to integrate data across business units and sources while also being able to generate and deliver value. A unified data view allows marketers to lead growth in their organizations while engaging with customers.
- 90% of marketers plan to increase or maintain investments in marketing analytics
- 88% plan to increase or maintain investments in customer data platforms
- 87% plan to increase or maintain investments in real-time interaction and personalization
Measuring success in a privacy-first world starts with data you can trust. Talk to our team about building that foundation.