{"id":51167,"date":"2023-03-15T17:13:49","date_gmt":"2023-03-15T06:13:49","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=51167"},"modified":"2025-01-08T20:58:57","modified_gmt":"2025-01-08T09:58:57","slug":"the-new-3ps-of-marketing-people-personalisation-and-privacy","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/the-new-3ps-of-marketing-people-personalisation-and-privacy\/","title":{"rendered":"What are the New 3Ps of Marketing?"},"content":{"rendered":"\n

One of marketing\u2019s most dramatic changes of the past year is in the use, collection, and control of data. Add to this the significant changes to the ways that customers interact with businesses, and it\u2019s time to stop calling price, place and promotion marketing\u2019s be-all and end-all.<\/p>\n\n\n\n

So, what\u2019s happening with data and marketing in 2023? How do we best prepare for disruption to the status quo?<\/p>\n\n\n\n

We are rushing toward Google\u2019s much talked about changes to third party cookies. Safari already blocks them.  These changes have pointed the spotlight firmly on consumer data and how it\u2019s collected and used.<\/p>\n\n\n\n

This new focus has put privacy and data control front of mind not only for businesses, but consumers too.<\/p>\n\n\n\n

Last year\u2019s State of the Connected Customer report<\/a> found that 64% of consumers feel most companies aren\u2019t transparent about how they use personal information \u2013 74% feel that companies collect more information than they need to. <\/p>\n\n\n\n

There is a silver lining, however. The majority of customers \u2013 64% \u2013 say that companies take online privacy more seriously than they used to. <\/p>\n\n\n\n

Companies aren\u2019t standing still, though. More than two thirds of companies have already shifted their strategy away from relying on third-party cookies, many of them toward a plan that focuses on zero- and first-party data. These strategies aren\u2019t without their own challenges, however. <\/p>\n\n\n\n

To help address these challenges, we\u2019ve identified three areas for marketers to focus on \u2014 the 3 new Ps for marketers in 2023. They are essential for any marketer in a customer-centred organisation. <\/p>\n\n\n\n

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Why is first party customer data more reliable?<\/h2>\n\t\t\t\t\t\t\t

With the end of third-party cookies on the horizon, 68% of marketers have a fully defined strategy to shift toward first party data.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tLearn more<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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1. People<\/h2>\n\n\n\n

Despite the incredible advancements of technology, including cars that drive themselves and watches that communicate with our doctors, one thing has not changed \u2013 we still sell products and services to people \u2013 not to computers or devices.<\/p>\n\n\n\n

By 2025, the average Australian household will contain more than 33 internet-connected devices<\/a>, compared to only 20 in 2021. This creates a new challenge for marketers: how to understand and connect with the one person behind several devices.<\/p>\n\n\n\n

In this seemingly fragmented user environment, marketers must still deliver the right experience at the right time to the individual consumer, no matter what device they are using. To bring the consumer back into focus \u2014 a real person rather than a collection of touch points \u2014 a lot of disparate data dots must be brought together.<\/p>\n\n\n\n

Intelligent, real-time, AI-driven marketing, like that provided by Marketing Cloud<\/a> powered by Data Cloud<\/a>, will come into its own as marketers contend with huge increases in the demands they place on their data management platforms.<\/p>\n\n\n\n

Your marketing efforts probably generate dozens of digital IDs and signals for every customer. Only once we connect the dots can we effectively communicate and engage with consumers. <\/p>\n\n\n\n

Customer experience is now digital-first, and not connecting and communicating in an omni-channel, omni-device manner is the fastest route to failure.<\/p>\n\n\n\n

This is evidenced by the fact that our eighth State of Marketing report<\/a> found that 90% of marketers use a CRM system to capture and unify data. More than 60% are even exploiting the power of AI to help manage their customer information..<\/p>\n\n\n\n

With so much data at your fingertips, it can be tempting to zoom out and look at your customers from a bird\u2019s-eye view. Instead, you can use the power of a real-time CRM to zoom in, and focus on the people behind the devices.<\/p>\n\n\n\n

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We interviewed more than 6,000 international marketers<\/h2>\n\t\t\t\t\t\t\t

Discover the state of marketing today in our latest research report.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tDownload now<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
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2. Personalisation<\/h2>\n\n\n\n

Consumer expectation is clear \u2014 treat them as individuals or see them walk\u2026<\/p>\n\n\n\n

The results of the State of the Connected Customer report illustrate this perfectly. It shows that 73% of customers expect companies to understand their unique needs and expectations. Worryingly, only 67% think that most companies are capable of meeting that expectation. <\/p>\n\n\n\n

According to the 2021 Gartner Cross-Functional Customer Data Survey, just 14% of organisations achieve a complete 360-degree view of their customer.  The challenge this presents marketers is two-fold. First, how can they offer a personalised service with such limited information?<\/p>\n\n\n\n

Second, how do marketers make customer engagement relevant, interesting, and personal without stepping over the line into an invasion of privacy? After all, there\u2019s personal and then there\u2019s creepy.<\/p>\n\n\n\n

The answer might be more straightforward than you\u2019d expect: create a customer data strategy based on clear business objectives (one that doesn\u2019t hold any more customer data than is necessary to achieve those objectives), put the people in place that can deliver it, then, and only then, look for the technology that can help you execute the strategy.<\/p>\n\n\n\n