Key Marketing Trends to Drive Engagement
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Email marketers face increasing customer expectations with consumers' instant access to information and the ability to connect from anywhere. The top challenges for marketers are also their biggest opportunity. During this session we will dive into Salesforce recently released, State of Marketing Report to learn more about the key marketing trends that will help brands own their customer experience in the year ahead.
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Key Marketing Trends to Drive Engagement
- 1. Key Marketing Trends to Drive Engagement Insights and trends from over 4,100 marketing leaders worldwide rboyles@salesforce.com | @Rach_Boyles Rachel Boyles, Associate Manager Product Marketing Blake.miller@salesforce.com | @BBlakeMiller Blake Miller, Senior Director Product Marketing
- 2. The Evolution of Marketing The future has big changes ahead Past Future The old marketing role was the creator of content, leads, and the owner of brand image The new marketing role becomes the owners and sustainers of the entire customer experience from awareness to advocacy
- 3. Survey Demographics "State of Marketing," Salesforce Research, December 2018. 900 1,400 601 1,200
- 4. 54%of high-performing marketing teams lead customer experience initiatives across the business * “State of the Connected Customer,” Salesforce Research, June 2018. "State of Marketing," Salesforce Research, December 2018. Connected Customers Demand Intelligent Journeys Marketers contend with customers’ ever-rising standards 80%of customers say the experience a company provides is as important as its products and services*
- 5. Engaging with customers in real time Optimizing the marketing mix for best return Modernizing tools and technologies Creating a shared, single view of customers across business units Unifying customer data sources Real-time Customer Engagement is Marketers’Top Priority Marketers contend with customers’ ever-rising standards "State of Marketing," Salesforce Research, December 2018. 1 2 3 4 5 Top Marketing Priorities 49%of marketing leaders believe they provide an experience completely aligned with customer expectations
- 6. Engaging with customers in real time Adopting and effectively using new marketing technologies Budgetary constraints Creating a shared, single view of customers across business units Creating a cohesive customer journey across disparate channels and devices Real-time Customer Engagement is Marketers’Top Challenge Marketers contend with customers’ ever-rising standards "State of Marketing," Salesforce Research, December 2018. 1 2 3 4 5 Top Marketing Challenges 49%of marketing leaders believe they provide an experience completely aligned with customer expectations
- 7. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
- 8. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
- 9. Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. Top Marketing Teams Operate as a Unified Front 65% of marketing leaders say all team members within their organization share common goals and metrics 62%say individuals and teams are more aligned with each other than ever before High Performers Moderate Performers Underperformers 49% 63%65%
- 10. Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. Top Marketing Teams Operate as a Unified Front 65% of marketing leaders say all team members within their organization share common goals and metrics 45%say marketing leads customer experience initiatives across the business High Performers Moderate Performers Underperformers 31% 45% 54%
- 11. Percentage of Marketers Who Say They Do the Following with Advertising Teams Ad Teams No Longer Operate in Silos Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. 93%of high performers have integrated marketing and advertising technology stacks (compared to 69% of underperformers) Have integrated technology stacks Share common goals and metrics Collaborate on the evaluation and purchase of technology Share the same brand and/or creative teams Share a common budget Build budgets together in a single process 87% 61% 55% 52% 49% 48% Share a single departmental head 46%
- 12. Marketing Working Intimately With Other Teams Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. 50%of marketing and commerce teams share common goals and metrics 52%of marketing and sales teams share common goals and metrics 53%of marketing and service teams share common goals and metrics
- 13. Marketing and Service Teams Are Bridging Gaps Along the Customer Journey Marketing becomes the cross-functional glue of customer experiences "State of Marketing," Salesforce Research, December 2018. High Performers Moderate Performers Underperformers 56% 52% 50% 53%Share common goals and metrics Percentage of Marketers Who Say They Do the Following with Service Teams rate of increase since 2017 in suppression by of messages to customers with open service issues 21%
- 14. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
- 15. New realities up the ante for data unification "State of Marketing," Salesforce Research, December 2018. Data Sources Proliferate as Marketers Seek to Understand Customers and Prospects 47%of marketers say they have a completely unified view of customer data sources Median Number of Data Sources Used by Marketing Organizations 10 12 15 2017 2018 2019
- 16. Marketers Turn to a Hodgepodge of Technologies to Solve for Customer Identity New realities up the ante for data unification "State of Marketing," Salesforce Research, December 2018. 1.7Xmore likely to consider the ability to solve for unique identities as a critical marketing technology requirement High Performers vs. Underperformers Most Common Technologies Used for Customer Identity Purposes Marketing database Customer relationship management (CRM) system Email service provider (ESP) Data management platform (DMP) Customer data platform (CDP) 1 2 3 4 5 6 7 Homegrown solution Marketing automation platform
- 17. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
- 18. Percentage of Marketing Organizations Using Artificial Intelligence (AI) AI & Other Technologies Broaden Marketers’ Toolkits AI and trust underpin customer experiences 40% 30% 15% High Performers vs. Underperformers 2.7X More likely High Performers Moderate Performers Underperformers more likely than others to claim major improvement from personalization on their overall program 9% Marketers using AI are 29%Artificial Intelligence (AI) "State of Marketing," Salesforce Research, December 2018.
- 19. The average marketer with AI currently uses it two different ways, but plans to use it an additional four ways by 2020. AI and trust underpin customer experiences "State of Marketing," Salesforce Research, December 2018. Marketers Are Experimenting With AI In a Variety of Ways Personalized overall customer journeys Dynamic landing pages and websites Offline/online data experience facilitation Programmatic advertising and media buying Real-time next best offers Predictive journeys Improved customer segmentation Automated social and messenger app interactions +257% Average Use, Planned Use, and Projected Growth of AI Use Cases Personalized channel experiences two-year growth Currently use Plan to use within two years Base: Marketers currently using AI or planning to use AI. 22% 57%
- 20. of marketers say their brand goes beyond regulations and/or industry standards to protect and respect customer privacy AI and trust underpin customer experiences "State of Marketing," Salesforce Research, December 2018. Marketers Take Trust and Privacy to Heart, but Some Struggle to Deliver 7.1Xmore likely to be completely satisfied with their ability to balance personalization with privacy High Performers vs. Underperformers 44%
- 21. Contents "State of Marketing," Salesforce Research, December 2018. State of Marketing New Dynamics Up the Ante for Data Unification Marketers Adapt to New Standards of Engagement Marketing Becomes the Cross- Functional Glue of Customer Experiences AI and Trust Underpin Customer Experiences
- 22. Marketers No. 1 Challenge Real-time customer engagement Marketers adapt to new standards of engagement "State of Marketing," Salesforce Research, December 2018. Connecting with customers is the goal, but remains elusive 28% of marketers are completely satisfied with their ability to engage customers across channels at scale Social* IoT Video Advertising Brand Building Email Affiliate marketing Social* Upselling Social* Customer communities Paid search/SEM Lead Generation Customer communities Email Social* Customer Retention Customer communities Social* Email Customer Acquisition Customer communities Social* Email Customer Advocacy Website Marketers No. 1 Priority Real-time customer engagement Channels with the highest ROI across the customer journey
- 23. Marketers adapt to new standards of engagement “Top Email Design Trends for 2019”, Litmus, https://litmus.com/blog/top-email-design- trends Countless trends to keep up on, interactivity continues to be at the top Interactive Email is one of the top 2 email design trend 3 years in the running Top 2 Focusing More on Personalization and Dynamic Content 41% 32% 29% 28% 27% 23% 23% 20% 19% 16% Creating Interactive Email Experiences Allowing AI and Machine Learning Systems to Determine Content Utilizing More Live Content Simplifying Email Designs for Easier Consumption and Creation Using More Animation Coordinating Email Design with Campaigns in Other Channels Scaling Email Build Systems Adding Progressive Enhancements Improving Email Accessibility
- 24. Marketers adapt to new standards of engagement Lastly, Marketers Strive to Report on More Meaningful Metrics Pipeline Satisfaction LCV
- 25. Salesforce Research Reports Text “Trust” to 56237 Trends in Customer Trust State of Connected Customer Text “Connected” to 38767 State of Marketing Text “Report” to 38767 Digital Advertising 2020 Text “Ads” to 38767
- 28. Appendix
- 29. Retail and consumer goods 13% Financial services 11% Technology 9% Manufacturing 8% Healthcare and life sciences 7% Communications and media 6% Engineering, architecture, construction, real estate 5% Professional services 5% Automotive 4% Travel, transportation, and hospitality 11% Other Survey Demographics: Industry 22% “State of Marketing,” Salesforce Research, December 2018.
- 30. “State of Marketing,” Salesforce Research, December 2018. Small (21-100 employees) 63% Medium (101-3,500 employees) 17% Enterprise (3,500+ employees) Company Size 24% Business-to-business (B2B) 37% Business-to-consumer (B2C) 39% Business-to-business- to-consumer (B2B2C) Company Type Survey Demographics: Company Size and Type 21%
- 31. Marketers surveyed include B2B, B2C, and B2B2C teams Breakdown of Marketing Performance Levels Underperformers moderately or less satisfied with their overall marketing performance and the outcomes of their marketing investments High performers completely satisfied with their overall marketing performance and the outcomes of their marketing investments Moderate performers all other marketers 69% 16%15% "State of Marketing," Salesforce Research, December 2018.
- 32. Marketing Becomes the Cross-Functional Glue of Customer Experiences “State of Marketing,” Salesforce Research, December 2018. Percentage of Marketers Who Share Common Goals and Metrics with the Following Commerce Teams 44% 51% Sales Teams 53% Service Teams 53% RETAIL AND CONSUMER GOODS | 890 Marketing Professionals of marketers who say marketing leads customer experience initiatives across their business of marketers say marketing and advertising have integrated technology stacks 88%
- 33. “State of Marketing,” Salesforce Research, December 2018. Top DMP Use Casesof marketers report having a completely unified view of customer data sources Marketing analytics and advertising performance measurement 49% 1 Content personalization2 Media buying and optimization3 New Realities Up the Ante for Data Unification Median Number of Data Sources Used by Marketers to Target Customers/Prospects 2017 2018 2019 10 12 16 Percentage of Marketing Teams Using Second-Party Data 2017 2018 55% 68% RETAIL AND CONSUMER GOODS | 890 Marketing Professionals
- 34. “State of Marketing,” Salesforce Research, December 2018. *Major or moderate improvement. 25% 29% 33% 44% AI and Trust Underpin Customer Experiences of marketers say personalization improves their overall marketing program* 88% of marketers use artificial intelligence (AI) of marketers use voice-activated personal assistants of marketers feel challenged to balance personalization with privacy of marketers go beyond regulations/industry standards to protect and respect customer privacy/rights RETAIL AND CONSUMER GOODS | 890 Marketing Professionals
- 35. “State of Marketing,” Salesforce Research, December 2018. of marketers say they engage customers in real time across one or more marketing channels50% Top Metrics Tracked Revenue Growth1 Sales effectiveness2 Web traffic and/or analytics3 Marketing return on investment (MROI)4 Customer retention rates5 27% Siloed 34% Dynamic 40% Duplicate Percentage of Marketers Who Describe Each Channel’s Coordination with Other Channels as... RETAIL AND CONSUMER GOODS | 890 Marketing Professionals Marketers Strive for Real-Time Engagement Across Channels
Editor's Notes
- Thanks Blake. So as Blake was just covering, marketers are grappling with AT LEAST 15 different data sources that they use to drive their programs. That’s a lot of data to bring together, to make sense of, and to use effectively. Lucky for us, continuous improvements in machine learning and artificial intelligence (or AI) we’re beginning to get the tools to solve this data problem . AI with trust is what underpins customer experiences. And there’s two sides of this. One: we can connect with it as recipients of AI powered experiences. We’re interacting with AI multiple times a day even without thinking about it. That promoted brand I see as I’m tapping through my Instagram stories. That moment when I ask siri what the weather is. As a recipient of it, I’m happy to share data with brands as long as I see the benefit in return. Show of hands how many of you have looked through a friend’s or family member’s Instagram feed? How about letting your friend look through your feed? I have a coworker who for a while would ask everyone to pull up their feed and pass it to someone else at the table. And it’s a really jarring experience because these feeds are SO personal. And it really hit me when my husband was showing me something on his Instagram and I noticed how completely different his ads were. So we’re seeing the impacts of AI as the recipients, but the second side is experiencing AI as marketers and helping us solve the massive data problem.
- AI is becoming another tool marketers can call up. And as marketers AI is adding to our toolkits. Its impacting and improving the way we personalize like we see with promotions and product recommendations. But overall we’re seeing high performers adopt AI at an even quicker pace than underperformers with almost 3x more likely.
- And when we say AI, we’re thinking of things like voice assistants and where were seeing 32% of marketing organizations using and including voice-activated assistants in their efforts. Again, similar to adoption of AI overall, we’re seeing a 3x different between high performers and under performers.
- With more marketers using AI, what are the types they’re adopting. Most marketers are using AI in two ways, With personalized channel experiences and personalized journeys as the foundation. But as they move into doubling their AI usage in two years, we’re seeing them move into connecting and creating experiences in a broader range of channels Web Connecting offline and online Advertising Chat bots Better segmentation And then moving into real-time, predictive journey space. Where we’re seeing marketing go in a direction where the strategy is driven by creating a content pool and the AI determining who receives what based on a variety of signals Trend to drive engagement: explore new ways to layer in AI. If you’re not doing some of these yet reach out to your teams (playing off of the trend that Blake started where marketing is sharing goals, maybe AI is one to go after together. Heather from weddingwire talked about rules/logic vs prepdictive
- And this is allll exciting. But it’s only great when trust is a top priority. The trust imperative we see from customers is that they’re open to it and just as excited about AI AS LONG AS the trust their data is protected. High performers are making this a priority where they are 7x more likely to be satisfied with their ability to balance personalization with privacy. One of the highest bookmarked sessions at Connections is Clever vs. Creepy: How to Be Thoughtful When Using Personalization and Data And the result of that is 4 in 10 marketers going above and beyond regulations. GDPR going into effect last year was the first major signal of this shift. California is quick behind with the California Consumer Privacy Act. Privacy and trust should be a priority for brands for ensuring a superb customer experience but also to future proof. One of the best reminders I’ve heard around trust is to apply the golden rule. Trend: evaluate how your team is protecting privacy today
- So AI is helping us make sense of the 15 different data sources, but it’s also setting a new bar for customer expectations. The tools are showing customers the types of experiences that are possible.
- There are countless channels and every stage of the lifecycle has different channel leaders. Lucky for Our recent State of the Connected Customer study found that customers use an average of ten channels to communicate with companies. And they’re expecting us to know them and be consistent across all. The website is in most cases the initial portal to a brand. And from there, the other channels support the overall experience. No channel is the silver-bullet across the different points in the lifecycle. So like Veronica shared giving us insight into Draft Kings. Two we do see fairly consistently is email and social, serving as helpful tools for conversing with customers in many different stages. Customer communities are also growing in strength having a major impact in the acquisition and then retention stages. But all of that to say, only 28% of marketers are satisfied with their ability to connect across channels. Trend: Look at your customer lifecycle and see which channels are the strongest in the different stages and give them some love .
- There are new standards of engagement in email trends. And it’s not just connecting across channels customers are looking for, it’s personalizing and creating interactive experiences.
- And lastly there are new standards in tracking that engagement. Three future metrics marketers must master are pipeline, satisfaction, and LCV. All three of these are metrics I’ve heard so many marketers speak about subjectively, but objectively it has been difficulty. Open rate and click rate only tell us so much. Open rate and click rate only tell us so much. Like heather called out. The three future metrics marketers must master are…