{"id":8326,"date":"2022-01-11T07:23:00","date_gmt":"2023-06-06T07:23:38","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=8326"},"modified":"2023-07-17T06:26:57","modified_gmt":"2023-07-17T06:26:57","slug":"a-quick-roadmap-to-overcome-marketing-challenges-in-2022","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/a-quick-roadmap-to-overcome-marketing-challenges-in-2022\/","title":{"rendered":"A Quick Roadmap to Overcome Marketing Challenges In 2022"},"content":{"rendered":"\n

Between 41-54% of Indian marketing leaders<\/a> say that they have completely changed their marketing strategy in key areas, due to the pandemic. This includes areas like digital engagement, channel mix, data management, content, and organisation.<\/p>\n\n\n\n

This is stunning, and shows that the new normal in 2022 will look very different from 2019.<\/p>\n\n\n\n

The Seventh Edition of Salesforce\u2019s State of Marketing report<\/a> highlights that some of the top priorities and challenges for Indian marketers actually overlap. This presents a unique opportunity – solve these challenges and you can address your priorities at the same time.<\/p>\n\n\n\n

Here\u2019s how:<\/p>\n\n\n\n

Real-time customer engagement needs real-time data visibility <\/span> <\/h4>\n\n\n\n

Real-time customer engagement was found to be a top priority for the 300 marketing leaders<\/a> surveyed from India. This is in line with the rising customer preference for relevant and hyper-personalised marketing communication across channels.<\/p>\n\n\n\n

To achieve such 1:1 engagement, marketers will need instant visibility into customer data to know what their audience wants and when. This means understanding, quickly and at a granular level, customer preference, location, purchase history, prior brand interactions, and buying stage, among other things.<\/p>\n\n\n\n

The solution can be found in customer data management platforms<\/a> that unify all of the customer data for a single, unified view of each customer profile. Such a platform offers real-time cross-channel insights, allowing you to analyse and adapt engagement strategies in the moment.<\/p>\n\n\n\n

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Cohesive journeys call for cross-functional sync <\/span> <\/h4>\n\n\n\n

When it comes to building cohesive customer journeys across channels and consumer devices, a lack of organisational synchronisation can be a big challenge. Inaccessibility to customer data lying with the different departments (sales, service, and marketing) prevents marketers from tracing customer touchpoints and interactions end-to-end. Result? Siloed efforts and fractured customer journeys.<\/p>\n\n\n\n

To build cohesive customer journeys, ensure that teams and departments work together as a single, dynamic entity. If the company\u2019s workflows or policies are not set up for this, a suitable amount of restructuring may be required to allow cross-team collaboration and role-based access to cross-functional data. The customer data resting on all other systems, devices, and applications in a company \u2013 whether in the cloud or on-premise \u2013 needs to be integrated and unified as well.<\/p>\n\n\n\n

From a technology standpoint, organisations can adopt an integrated CRM solution<\/a> that brings all the relevant customer data from across the organisation on a single platform. Look for a solution that also enables smooth API-based integrations<\/a> with third-party data sources.<\/p>\n\n\n\n

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Improved marketing ROI lies in data analytics upskilling <\/span> <\/h4>\n\n\n\n

41%<\/a> of Indian marketers have completely revamped their organisational priorities this year. And as part of this narrative, they are particularly focused on improving marketing ROI. But to drive improved ROI, marketing teams must be adequately equipped to make informed decisions and strategies.<\/p>\n\n\n\n

B2B and B2C companies have reserved 20% and 12% of their marketing budgets<\/a> respectively, for upskilling of teams. Some part of these budgets can be used for much-needed training in state-of-the-art marketing tools and technologies suchasdata visualisation and AI-enabled analytics<\/a>. Such an upskilling will help marketing teams use the right tools and interpret data to leverage the right opportunities and continuously improve performance as they, among other things,<\/p>\n\n\n\n