{"id":1721,"date":"2023-01-03T19:21:00","date_gmt":"2023-08-01T19:21:19","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1721"},"modified":"2024-03-12T14:56:27","modified_gmt":"2024-03-12T14:56:27","slug":"state-of-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/nl\/blog\/state-of-marketing\/","title":{"rendered":"Marketing in 2023: investeer in samenwerking en houd je handen uit de \u2018cookie\u2019-trommel"},"content":{"rendered":"\n<p>Je leest het overal: consumenten kijken steeds kritischer naar wat ze wel of niet kopen. Niet alleen omdat dingen duurder worden, maar ook omdat consumenten inmiddels online prima weten te vinden waar ze naar op zoek zijn en waar ze waarde aan hechten. In combinatie met een <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/2022\/02\/cookieless-data-driven-marketing.html\" target=\"_blank\" rel=\"noopener\">aankomend verbod op third-party data (cookies)<\/a> wordt het voor marketeers dan ook steeds moeilijker om bij te houden waar klanten zich bevinden en wat hun behoeften zijn. <\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>Wat is top of mind voor marketeers?<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Inzichten in trends, prioriteiten en uitdagingen die volgens 6.000 marketeers bepalend zijn voor het beroep en biljoenen uitgaande marketingboodschappen wereldwijd.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/nl\/resources\/research-reports\/state-of-marketing\/\">Download het e-book<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>Veel van de bovengenoemde uitdagingen worden bevestigd door ons meest <a href=\"https:\/\/www.salesforce.com\/nl\/resources\/research-reports\/state-of-marketing\/\" target=\"_blank\" rel=\"noopener\">recente State of Marketing-rapport<\/a>. Wat ik ervan vind? Lees het hieronder. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Van third-party naar first-party \u2013 het blijft feest<\/b><\/h2>\n\n\n\n<p>Het besluit om cookies te verbieden staat natuurlijk al wel even op de agenda. Een groot deel van Nederlandse marketeers bereidt zich dus ook al voor op het moment dat het dan eindelijk gaat gebeuren. Een derde van de Nederlandse respondenten uit de achtste editie van ons <a href=\"https:\/\/www.salesforce.com\/nl\/resources\/research-reports\/state-of-marketing\/\" target=\"_blank\" rel=\"noopener\">State of Marketing<\/a>-onderzoek geeft echter nog aan geen uitgewerkte strategie te hebben voor wanneer deze beslissing valt. Daarnaast investeert 81% nog steeds in third-party data. Dat laatste begrijp ik wel, want waarom zou je niet investeren in data die je nu (wettelijk gezien) gewoon nog kunt gebruiken? Ik zou de bedrijven die nog niet investeren in first-party data wel op het hart willen drukken dat zo snel mogelijk te doen. <\/p>\n\n\n\n<p>Wees voorbereid en zorg dat je nu <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/2022\/05\/first-party-data-cookies.html\" target=\"_blank\" rel=\"noopener\">first-party data van je klanten<\/a> verzamelt. First-party data heeft namelijk zijn voordelen:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<p>Rechtstreeks afkomstig van gebruikers, die daarvoor hun uitdrukkelijke toestemming hebben gegeven.<\/p>\n<\/li>\n\n\n\n<li>\n<p>Voorzien van contactinformatie en bieden een groot aantal mogelijkheden voor directe communicatie.<\/p>\n<\/li>\n\n\n\n<li>\n<p>Geeft duidelijk aan dat je gebruikers ge\u00efnteresseerd zijn in het product of de diensten van je bedrijf.<\/p>\n<\/li>\n<\/ul>\n\n\n\n<p>Dus, first-party of third-party; houd het feestje in stand! <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Blijf investeren in samenwerking<\/b><\/h2>\n\n\n\n<p>Wat ik belangrijk vind om te benadrukken is dat veel marketeers in Nederland aangeven dat er nog veel ruimte ligt voor verbetering op het gebied van samenwerking. Het blijkt dat marketingmedewerkers samenwerken met collega\u2019s een stuk ingewikkelder vinden dan voor de pandemie. Daar is natuurlijk wel wat voor te zeggen, veel bedrijven hebben snel om moeten schakelen naar nieuwe manieren om het contact tussen werknemers in stand te houden. Maar dat 87% van Nederlandse marketeers aangeeft dat samenwerken voor de pandemie makkelijker was, vind ik opvallend. Dat betekent dat veel bedrijven hun medewerkers nog niet voldoende faciliteren op het gebied van samenwerkingstechnologie\u00ebn en de vaardigheden die daarbij horen. Dit blijkt ook uit het <a href=\"https:\/\/www.salesforce.com\/nl\/resources\/research-reports\/state-of-marketing\/\" target=\"_blank\" rel=\"noopener\">onderzoek<\/a>, want Nederlandse marketeers geven aan dat het verbeteren van tools en technologie\u00ebn de nummer 1 prioriteit moet zijn. <\/p>\n\n\n\n<p>Hoewel kosten stijgen en budgetten krimpen, wil ik leidinggevenden oproepen om hierop te focussen voor volgend jaar. Samenwerkingstechnologie en -tools spelen namelijk niet alleen een rol bij effici\u00ebnter werken, maar ook<a href=\"https:\/\/www.salesforce.com\/news\/stories\/collaboration-impact-on-company-culture\/\" target=\"_blank\" rel=\"noopener\"> bij het verbindingsgevoel van je personeel<\/a>. Wat misschien nog wel belangrijker is!<\/p>\n\n\n\n<p>Voor succesvolle marketing in 2023 zeg ik dus: investeer in first-party data en geef je <a href=\"https:\/\/www.salesforce.com\/nl\/blog\/2021\/04\/vergroot-productiviteit-medewerkers.html\" target=\"_blank\" rel=\"noopener\">medewerkers de tools die ze nodig hebben<\/a> om soepel en effici\u00ebnt met elkaar samen te kunnen werken.<\/p>\n\n\n\n<p>Naast de trends die ik hierboven aanstip, kunnen er nog veel meer tips worden gevonden in het State of Marketing-rapport van dit jaar. Bijvoorbeeld hoe je je marketingtools effici\u00ebnter in kunt zetten om kosten te besparen en hoe je als marketeer zo nauwkeurig mogelijk je ROI kunt meten in economisch uitdagende tijden.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><span>Wat is top of mind voor marketeers?<\/span><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Inzichten in trends, prioriteiten en uitdagingen die volgens 6.000 marketeers bepalend zijn voor het beroep en biljoenen uitgaande marketingboodschappen wereldwijd.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/nl\/resources\/research-reports\/state-of-marketing\/\">Download het e-book<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/nl\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Optimale efficientie in marketing. Het State of Marketing Report laat zien wat marketeers kunnen doen om in 2023 effectief en effici\u00ebnt succes te behalen.<\/p>\n","protected":false},"author":1,"featured_media":1723,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[24,8,9,273],"sf_content_type":[],"blog":[423,459,483,555],"coauthors":[6],"class_list":["post-1721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-transformation","sf_topic-marketing","sf_topic-marketing-cloud","sf_topic-reports","blog-digital-transformation","blog-marketing-cloud","blog-marketing","blog-reports"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Hoe behaal je als marketeer effectief en effici\u00ebnt succes? - Salesforce<\/title>\n<meta name=\"description\" content=\"Optimale efficientie in marketing. 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