Salesforce has released its annual State of Marketing report, which found that the industry is evolving at a rapid rate due to the pandemic.
The report, which saw Salesforce Research survey over 8,200 marketing leaders worldwide to compile the data, has highlighted how the pandemic has affected marketers worldwide and what the future looks like.
However, the report also has a Tableau dashboard that breaks down stats by country, industry and marketing persona. For instance, 69 per cent of marketing organisations in Australia and New Zealand (compared to 78 per cent globally) have adopted new work collaboration technology since the pandemic.
Interestingly, while stats do vary from country to country because the pandemic has affected the whole world, there are some clear trends globally.
Notably and perhaps unsurprisingly, the report found that the pandemic has created a major disruption in the industry, with 90 per cent of marketers having found their digital engagement strategy has changed since the pandemic began.
Still, despite the obviously challenging year, the marketing industry is looking incredibly healthy. According to Salesforce research, marketers are feeling optimistic and are concentrating on how to grow and adapt, particularly when teams are working remotely.
The report also found that 77 per cent of marketers feel their work provides greater value now than it did a year ago and that 66 per cent of marketers expect revenue growth over the next 12 to 18 months.
These positive findings show that the industry as a whole has managed to adapt in uncertain times, however, what’s most interesting is, how marketers have pivoted.
Marketers are rethinking the channels they use and the way they build relationships with clients. Concentrating on creating innovative and personalised experiences. Marketers are also keen on improving ROI and attribution models to understand what’s working and what’s not.
Adapting seems to be key, with 88 per cent of CMOs saying their marketing must transform in order to be competitive.
In the report you’ll find:
- Which shifts have occurred in marketing strategies, priorities, and challenges during recent economic and social turbulence.
- The current state and trajectory of marketing’s digital transformation.
- Trends in marketing data management.
- How collaboration is changing as many teams operate remotely.
Tariq Hassan, chief marketing officer at at Petco, said: “The speed of change over the last year has propelled us towards never-before-seen levels of marketing innovation.
“We tried new things, learned hard lessons, got back up and kept ongoing.
“It’s amazing to think of how far we’ve come with the digital experiences we can now deliver, built with a relentless focus on the success of our caregiving customers and partners.”
To read and download the State of Marketing report in full click here.
Featured image source: iStock/Alexsl.
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