The role a marketer plays in the success or failure of a brand has never been disputed. However, modern marketers are now taking on their biggest role yet – tasked with not only driving exceptional customer experiences but also business growth.
In fact, a new report surveying more than 1,000 marketers across APAC from Salesforce Datorama has revealed 91 percent of marketers agree that marketing has a major role to play in driving business growth, while two in five have shifted their remit to focus on marketing-led growth.
And with a shift in priority has come a shift in how marketers ultimately measure success and make decisions, with data integration and analytics becoming essential capabilities.
Marketers agree that data is the cornerstone of marketing success. However, the fundamental barriers that marketers face in driving growth are all directly or tangentially related to data:
The report also highlights the challenges of cross-channel data integration. While marketers are optimistic about their abilities and performance in data integration, 64 percent are spending a week or more each month solely on harmonising data. And, 33 percent are challenged by their ability to connect and unify data from multiple sources.
Marketers face further roadblocks when it comes to optimising data, with 54% of marketers lacking access to real-time or daily reports on insights and 35% citing connecting marketing investments to outcomes as a top challenge.
As a result, there have been growing calls from senior leaders for a stronger uptake of data-led marketing. Marketers will not only have to adopt new tools, but recognise the value of shifting to a data-driven mindset.
Please login with linkedin to commentsalesforce datorama
From Friday, December 4, Snapchatters and Bitmoji users will be able to pair with their own Bitmoji avatars with Levi’s casualwear apparel. The Levi’s x Bitmoji designs will also appear across a variety of experiences on Snapchat including Chat and games, on the Snap Map and in Lenses. All products will be available for purchase […]
John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]
After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]