Salesforce Study: 80% Of Aussie Marketers Optimistic Despite Strong Headwinds
Four out of five Australian and New Zealand marketers say their work is increasing in value despite macroeconomic and labour headwinds, according to new research from global CRM firm, Salesforce.
The State of Marketing Report, which surveyed 325 marketing leaders from across ANZ, reveals that despite their optimism, marketers face an uphill battle, with 74 per cent stating that customer expectations are more challenging to meet than a year ago. Additionally, almost a third (31 per cent) cite budgetary constraints as a challenge in the year ahead as companies tighten their belts in anticipation of rising inflation.
Eighty-seven per cent of marketers agree they must continually innovate to remain competitive. To help meet the moment, they are focusing on improving and modernising their use of tools and technologies, balancing personalisation with comfort levels, and complying with privacy regulations as third-party cookies phase out.
Paul Voges, senior vice president of specialist solutions at Salesforce ANZ said: “As businesses reexamine their budgets in the face of economic headwinds, marketers will play an increasingly strategic and valuable role in the success of their business by building and growing long-lasting and meaningful customer relationships.”
“While marketers are optimistic about the future, they must prioritise driving as much value as possible from existing tools and technologies, as well as focus on new investments in automation to boost productivity and efficiency.”
“Those that double-down on digital technologies and data capabilities will be better placed to build trust, infuse personalisation at scale and meet evolving customer expectations for hyperpersonalised experiences that recognise their customer’s unique needs and desires.”
Additional key findings revealed in the report reveal:
- The march toward digitally-led engagement treads both new and familiar paths: ANZ marketers are investing in channels and technologies to reach audiences in new places and build lasting relationships. Despite TV/OTT seeing the most significant increase in usage over the past 12 months, email marketing remains dominant, accounting for over 80% of all outbound marketing messages, according to the trillions of messages sent globally from Salesforce Marketing Cloud.
- Marketers are adapting to changes in privacy regulations and calls for data transparency: Despite deadlines to phase out third-party cookies being postponed yet again, marketers continue pivoting to zero- and first-party data. Although 78 per cent of ANZ marketers still invest in third-party data, 60 per cnet have a fully defined strategy to migrate from this.
- KPIs shift as marketers pursue real-time intelligence: Across every stage of the funnel, marketers are tracking more metrics year-on-year than ever before. In ANZ, 83 per cent of marketing organisations are engaging customers in real time across one or more marketing channels. In fact, marketers expect the number of data sources they use next year to increase by 50 per cent from 2021.
- Marketers increasingly turn to automation: In ANZ, marketers are increasingly automating processes with 90% using AI to automate customer interactions and data integration. Additionally, two-thirds (67%) say that their marketing attribution model has shifted from manual to an automated process.
- Distributed teams unite with collaboration technology: 74 per cent of marketers say it’s harder to collaborate now compared to pre-pandemic times, turning to an average of 3.83 collaboration tools to help, including video conferencing, collaboration platforms, and chat apps.
The ANZ insights were drawn from a third-party, double-blind survey conducted from June 30 to August 8 2022, that generated responses from 6000 marketing leaders, including managers, directors, VPs and CMOs across 35 countries.
Please login with linkedin to comment
SalesforceLatest News
ABC Launches Two New Channels Combining Kids, Family & General Titles
The ABC will introduce two new channels in June—ABC Family and ABC Entertains—and four new innovative digital streams that will combine the best kids’, family, and general entertainment titles. The new channels will make it easier for audiences to find the programs they love. They will showcase the ABC’s catalogue of family and entertainment programs […]
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The Wests Tigers have confirmed that Brydens Lawyers will end their one-million-dollar partnership with the club at the end of the 2024 season. The law firm first joined the club in 2015 and upgraded to a principal shirtfront partnership in 2016. In an official statement shared to the Tigers’ website today, it was announced the […]
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.
Bud Communications Expands APAC Footprint With Australian Office Launch
Singapore-based PR & content agency Bud specialises in disruptor brands, not marijuana ones as the name may infer.
Coles Group Ranks Number One In Disability Access & Inclusion
Hats off to Coles for this top work. Now if it could only get its trolleys to run straight & its pears a bit less hairy.
Is Alone Australia Coming For MAFS & Survivor?
SBS's Alone Australia proving such a hit with viewers, B&T is rather surprised the commercial networks haven't nicked it.
AFR Pulls Plug On Newspapers In WA After Printing Costs Soar
West Australians will now have to rely on That's Life & Iron Ore Weekly for their weekly print fix.
Spotify Delivers A “Masterclass” In Curating User Experiences For Listeners & Artists
As you'll read here, there's more to Spotify than meets the eye. Or, in this case the ear, it being an audible property.
REA Group Delivers Booming Q3 Performance
It's yet further proof the property market is so hot right now. Still not hot enough to save Godfrey's vacuums, however.
iProspect Reveals 2024 Level Up Committee Cohort
iProspect unveils shadow executive leadership team. Staffers warned to be on the lookout when nicking off early.
Surge In Kayo Subscriptions Helps Foxtel Offset Broadcast Declines; News Corp Q3 Revenue Flat
One thing Aussies love is sport. Yet, one thing they hate is paying for it. So, make of this news what you will.
DEPT Doubles Down On Creativity With New APAC Executive Creative Director
Global digital agency announces Brad Stevens as ECD. Says he's happy to go by 'Braddles' or the unimaginative 'Stevo'.
JCDecaux Unveils Giant Melbourne Wrap Around OOH Site
If a worrying vitamin D deficiency isn't enough to get you outdoors, then hopefully this new JCDecaux installation will.
Brazilian Ad Agency Africa Creative Releases Powerful Gay Conversion Therapy Film
The Cure sounds like the serious sequel to Hangover III, let's hope it delivers some sobering food for thought.
Spotlight On Sponsors: PGA Championship Becomes First Men’s Major To Sign Sports Betting Partner
The game of golf is a lot like Lindsay Lohan, Jägermeister or holidaying in Kuta - you never know if it's cool or not.
Mackenzie Arnold & Tony Gustavsson To Take Part In Inspiring Conversation At Vivid Sydney
Matilda's goalie & coach in conversation at this year's Vivid. Won't be conversing about Sam Kerr's ACL, however.
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (07/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing B&T’s Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.