Marketing trends are reshaping how we connect with customers | Sponsored Content

This article was contributed by Salesforce.

Over the past few years, marketing trends have forced brands to navigate uncharted and fast-moving waters. Shifts in customer behaviors, an economy in flux, and emerging technologies are all rocking the boat.

The good news? You can help your company weather the storm by embracing tech tools, personalizing your customer interactions, building for a cookieless future, and prioritizing collaboration with remote teams. The key is to focus on the right solution for right now.

For its latest “State of Marketing” report, Salesforce surveyed 6,000 global leaders to find out how new technologies and expectations are reshaping the way marketers do their jobs and how marketers connect with customers. Here are the key findings and tips for success from the report:

Trend 1: Mastering tech tools is marketers’ number one priority—and also their biggest headache

New challenges call for innovative solutions. As customer preferences, buying behaviors, and expectations shift, marketers are adapting to meet audiences’ new demands. Salesforce found that 91% of CMOs say they must continually innovate to remain competitive. Over the past year, marketing organizations have changed their top priorities to make this happen.

As many businesses are charged with doing more with less, marketers are prioritizing getting more out of their existing tools and technologies. On the flip side, the ineffective use of these tools and technologies is also their top challenge.

Marketers’ top five priorities:

  1. Improving the use of tools and technologies
  2. Experimenting with new marketing strategies and tactics
  3. Modernizing tools and technologies
  4. Building and retaining trust with customers
  5. Improving collaboration

Marketers’ top five challenges:

  1. Ineffective use of tools and technologies
  2. Measuring marketing ROI and attribution
  3. Balancing personalization with customer comfort levels
  4. Building and retaining trust with customers
  5. Resistance to new marketing strategies and tactics

The industry has seen how things like technology adoption, vanity metrics, and a disconnection between marketing and sales slow marketers down. Many marketers are further prioritizing the modernization of their tech stack, with many investing in automation and employee productivity solutions.

The growth of marketing technology (martech) tools has created more data than marketers know what to do with. The pros? With more data generated than ever before, businesses are able to target customers with personalized experiences with much greater precision. The cons? Marketers must manage the deluge of data types that come in and balance how to personalize without crossing the ethical line.

Quick tip: Often, so much effort is put into the implementation of new, shiny tech, only for it to be used the same way as the old. Martech data is only as good as how it’s shared and implemented. To translate technology investments into business value, marketers (and organizations at large) must focus beyond the platforms themselves and ensure clear, cross-team visibility into their data. Ultimately, this will unlock their tools’ potential.

Let Salesforce help you continue to strategize today and over the next year. For trends 2–4, as well as more market insights, read the full blog post here.

This article was originally published on on November 1, 2022.