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.
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