On Monday, January 23, software publisher Salesforce unveils the findings of the eighth edition of its “State of Marketing” report. This allows us to understand how marketers are able to meet the needs of consumers in a particularly difficult context.
Purchasing power crisis, worrying geopolitical situation, global pandemic… Over the past three years, really unstable, have prompted companies to constantly review their strategies. The environmental issue also adds its grain of salt to this distressing situation. In this context, Sarah Franklin, president and CMO of Salesforce, relies on the eighth edition of the annual “State of Marketing” report to predict three big challenges that marketers will face : “Rinventing the relationship with the customer, which must be increasingly personalized and in real time, achieving commercial objectives with limited means due to inflation, and more than ever affirming the values of one’s company and participating in the creation of a fair and sustainable future “.
One company out of two has already exploited the world of web3
In the report listing the testimony of 6,000 sellers, Salesforce takes stock of marketing. First, a certain trust can be identified among professionals in the sector, convinced of their necessity : 87% of them say their work brings more value today than it did a year ago. They were only 77% thinking so in 2021.
However, the constant search for innovation is a sine qua non to maintain competitiveness in marketingaccording to 91% of the interviewees. Explore areas such as the metaverse may be one way to do it. According to the Salesforce study, more than half of companies (51%) have already set their sights on web3 for their marketing strategies. Marketing virtual products, using augmented reality or creating NFTs… This innovative ecosystem is particularly coveted: only 3 out of 100 companies are certain they will not launch into the world of the web3 in the future. Explore the potential of artificial intelligence it is also one of the keys selected by many marketers: 68% of them say they have already defined an AI strategy in 2022, against 60% in the previous year and 57% in 2020. However, AI is no longer a novelty in the marketing sector. As we said six years agoone in two marketers were already using AI in 2017.
Another trend is identified by the Salesforce report. In 2022, anticipating an economic downturn, businesses tightened their belts and marketers have spent their budgets prudently. While advertising remains the most important type of expenditure (18%), companies invest above all in human resources (15%) to retain staff, in a recruitment industry where supply exceeds demand. Additionally, 71% of marketers say it is more challenging to retain talent today than it will be in 2021. Likewise, thanks in particular to the rise of branded content, content creation represents a particularly large share of marketing budgets for the year 2022 (17%).
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