Balancing personalisation with customer comfort levels is Indian marketers’ priority: Salesforce research – Times of India
In its eighth annual State of Marketing report, Salesforce, the global leader in CRM, found that Indian marketers believe their work is providing more value, despite challenges such as a difficult economy and labor issues. The report also discusses how marketers are dealing with changes in privacy regulations and managing more data sources.
According to the report, 91% of Indian marketers believe their work is providing more value than it did a year ago, a 12% point increase from last year. However, they are facing challenges such as budget constraints and higher customer expectations in an uncertain economy.
To adapt to current conditions, marketers are focusing on finding a balance between personalisation and customer comfort, as well as modernizing their tools and technologies.
The State of Marketing report is based on a survey of 6,000 marketing leaders across 35 countries and six continents, including 250 from India. It provides insights into four trends.
Indian marketers are investing in a mix of channels and technologies to reach audiences and build relationships. TV/OTT, Digital Content, and Video have seen the biggest increases in usage over the past year. However, email marketing remains dominant, accounting for over 80% of all outbound marketing messages, according to data from Salesforce Marketing Cloud.
The report found that Indian marketers are adapting to changes in privacy regulations and calling for data transparency. 74% of Indian marketers still invest in third-party data, but 81% say they plan to shift away from it.
As per the report, marketers are tracking more metrics than ever before, and being able to analyze data can provide a competitive advantage quickly. 90% of Indian marketing organizations engage with customers in real-time across one or more marketing channels.
The report highlights the challenges of remote and distributed work and how marketers are turning to collaboration tools to overcome them. 72% of Indian marketers said it is harder to collaborate now than before the pandemic and are using an average of 4.48 collaboration tools to help.
According to the report, 91% of Indian marketers believe their work is providing more value than it did a year ago, a 12% point increase from last year. However, they are facing challenges such as budget constraints and higher customer expectations in an uncertain economy.
To adapt to current conditions, marketers are focusing on finding a balance between personalisation and customer comfort, as well as modernizing their tools and technologies.
The State of Marketing report is based on a survey of 6,000 marketing leaders across 35 countries and six continents, including 250 from India. It provides insights into four trends.
Indian marketers are investing in a mix of channels and technologies to reach audiences and build relationships. TV/OTT, Digital Content, and Video have seen the biggest increases in usage over the past year. However, email marketing remains dominant, accounting for over 80% of all outbound marketing messages, according to data from Salesforce Marketing Cloud.
The report found that Indian marketers are adapting to changes in privacy regulations and calling for data transparency. 74% of Indian marketers still invest in third-party data, but 81% say they plan to shift away from it.
As per the report, marketers are tracking more metrics than ever before, and being able to analyze data can provide a competitive advantage quickly. 90% of Indian marketing organizations engage with customers in real-time across one or more marketing channels.
The report highlights the challenges of remote and distributed work and how marketers are turning to collaboration tools to overcome them. 72% of Indian marketers said it is harder to collaborate now than before the pandemic and are using an average of 4.48 collaboration tools to help.
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