{"id":1576,"date":"2022-11-23T19:50:00","date_gmt":"2023-06-06T19:50:44","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1576"},"modified":"2023-06-27T03:15:17","modified_gmt":"2023-06-27T03:15:17","slug":"marketing-trends-2022","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/marketing-trends-2022\/","title":{"rendered":"These 4 Marketing Trends Are Reshaping How We Connect With Customers"},"content":{"rendered":"\n

We surveyed 6,000 global leaders to find out how new technologies and expectations are changing the way businesses build relationships with customers. Here are the key findings and tips for success from our newest State of Marketing report<\/a>.<\/p>\n\n\n\n

Over the past few years, marketing trends have forced brands to navigate uncharted waters. Shifts in customer behaviours, an economy in flux, and emerging technologies are all rocking the boat. <\/p>\n\n\n\n

You can help your company weather the storm by embracing tech tools, personalising your customer interactions, preparing for a cookieless future, and prioritising collaboration with remote teams. The key is to focus on the right solution for right now.<\/p>\n\n\n\n

We\u2019ve identified four major marketing trends from Salesforce\u2019s latest State of Marketing report. These trends are changing the way we work and how we connect with customers.<\/p>\n\n\n\n

\"Download\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n

Trend 1: Tools and trust are ASEAN marketers\u2019 priorities and challenges <\/span> <\/h2>\n\n\n\n

New challenges call for innovative solutions. As customer expectations shift, marketers are adapting to meet audiences\u2019 new demands. More than 90% of CMOs around the world say they must continually innovate to remain competitive. Over the past year, marketing organisations have changed their top priorities to make this happen.<\/p>\n\n\n\n

As businesses are charged with doing more with less, many ASEAN marketers are looking to leverage marketing tools and technologies. The ineffective use of these tools and technologies is also the top challenge for marketers in Indonesia, the Philippines and Thailand. <\/p>\n\n\n\n

Trust is another major concern \u2014 consumers are growing increasingly uncomfortable with the way their data is handled. Many marketers are working on ways of reassuring their customers and using data responsibly. Marketers in Malaysia, the Philippines and Thailand listed issues relating to trust as their top priority.<\/p>\n\n\n\n

\"Current\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n

Marketing tools <\/span> <\/h3>\n\n\n\n

Technology adoption, vanity metrics, and a disconnection between marketing and sales can slow marketers down. Many marketers are further prioritising the modernisation of their tech stack, with significant numbers around the world investing in automation and employee productivity solutions. We\u2019ve seen customers experience a 26% boost in productivity<\/a>* thanks to Slack. <\/p>\n\n\n\n

Customer data <\/span> <\/h3>\n\n\n\n

The growth of martech tools has created more data than marketers can know what to do with. With more data generated than ever before, businesses are able to target customers with personalised experiences with much greater precision. However, marketers must manage the deluge of data types that come in and balance how to personalise without crossing the ethical line. <\/p>\n\n\n\n

Quick tip <\/span> <\/h3>\n\n\n\n

If you\u2019re implementing new tech, make sure you don\u2019t end up using it in the same way as the old solution. Martech data is only as good as how it\u2019s shared and implemented. To translate technology investments into business value, you should focus beyond the platforms you\u2019re using and ensure clear, cross-team visibility of your data. Ultimately, this will unlock your tools. <\/a><\/p>\n\n\n\n

\"Download <\/a> <\/p>\n\n\n\n

Trend 2: Marketers are redefining customer engagement with smarter, targeted interactions <\/span> <\/h2>\n\n\n\n

Data has gone from being a supporting player in a marketer\u2019s toolkit to a critical component in marketing strategy. Marketers need to get the most from technology that uses data to provide more personalised interactions. At the same time, you may find that costs are lowered and processes become more efficient. In fact, customers have told us that Salesforce marketing tools lower their customer acquisition costs by 27%<\/a>*.<\/p>\n\n\n\n



Marketing organisations around the world use the following technologies:<\/b><\/p>\n\n\n\n