Salesforce, the global CRM leader, today released its latest State of Marketing report. The report offers insights from over 4,800 marketing leaders across 29 countries, including 100 from Singapore. It delves into how marketers are integrating artificial intelligence (AI) into their strategies, grappling with data management, and upholding customer trust amidst increasing vulnerabilities.
The rise of AI in marketing tempered by data challenges
The report indicates that 78% of marketers in Singapore have either experimented with AI or fully implemented it into their workflows, highlighting a robust engagement with technology. Yet, a considerable gap exists in data management, with only 21% fully satisfied with their ability to unify customer data sources—a figure only slightly better than the Netherlands at 19%.
Singaporean marketers are particularly focused on AI for generating content, automating customer interactions, and refining customer segmentation. The survey also reveals that high-performing marketing teams are over three times more likely to have fully integrated AI into their operations, pointing to a strong correlation between successful AI adoption and marketing performance.
Data integration remains a hurdle in realising campaign potential
A significant concern for marketers is integrating varied data sources to create seamless and personalised customer journeys. With the deprecation of third-party cookies and the rise of AI, the need for unified, real-time data is more pressing than ever. However, only 42% of Singaporean marketers have access to the real-time data needed to execute campaigns effectively, marking the lowest rate globally.
Data collection varies widely, with an average of nine different tactics employed. Data from customer service touchpoints is particularly prevalent. Despite this breadth of data sources, achieving a cohesive view and utilisation of this data is a common challenge among marketers.
Future focus: Enhancing ROI and personalisation in competitive markets
In response to a competitive environment, marketers are prioritising the improvement of marketing ROI, although they struggle with both measuring results and engaging customers in real-time. Strategies like ABM and loyalty programs are increasingly adopted for better customer acquisition and retention, yet the integration of these programs often remains disjointed.
The push for full personalisation is also evident, with high-performing teams personalising across an average of six channels compared to just two among lower performers.
Wendy Walker, Vice President, Marketing, Salesforce ASEAN, shares her perspective: “As marketers, we are used to the pressure of needing to do more with less whilst meeting the increasing expectations of consumers – especially around personalisation. And so it’s no wonder that we are leading the way with integrating AI. AI makes personalisation at scale a reality, while also driving greater opportunity for brand consistency and storytelling at every touchpoint; and fuelling efficiency for our teams. However, as we embrace this technology, what becomes critical is the need for the data we work with to be unified across systems, to give us a comprehensive view of customer engagements. Technology should empower creativity, allowing marketers to deliver meaningful and relevant content to their audiences; this is only possible with trusted data.”
