The health crisis was a time of great upheaval in the marketing industry. Marketers have had to overcome many challenges, whether in their work habits or in the way they communicate with their customers.
In its annual report “Focus on Marketing”, the world leader in Salesforce CRM solutions, deciphers in detail the priorities of marketing experts as well as the latest dynamics in the sector. By downloading this white paper, you will discover how these professionals move away from the “return to normal” by creating new avenues focused on innovation, digital transformation and teleworking.
2022 in five “media” trends according to Kantar
Specialists are positive about the evolution of marketing
In a changed world, marketers and businesses in general have had to learn to operate in a new normal. Although the health situation sometimes slowed their efforts, it did not stop them. Indeed, they quickly adapted to market changes and were able to take advantage of the prospects offered by this unprecedented context.
66% of professionals even say they expect their business to grow in revenue over the next 12 to 18 months, the study reveals. Similarly, 77% of them believe that their work brings more value today than a year ago.
“We have experimented, learned from our mistakes and kept moving forward. The digital experiences that we are able to offer today are a testament to our spectacular evolution and our focus on the success of our customers and partners ”, explains Tariq Hassan, CMO of Petco, a company that sells products and services for animals. of company.
However, optimism and determination do not translate into complacency, especially in a time of intense transformation like this. 88% of CMOs say their marketing needs to evolve to be competitive. For most of the experts interviewed, innovation is a key element. It must be adapted to the evolving needs of customers. By downloading the study, you will get the perspective of expert Guillermo Plasencia, CMO & co-founder of joinmytrip.com, a platform helping to find travel companions.
The switch to digital intensifies marketing
In this context, the switch to digital is intensifying with the customer experience as a guideline. In fact, 80% of customers agree that the quality of the experience a business provides is just as important as its products and services.
However, as customers shifted to new channels and experiences, their expectations changed to the point where it sometimes became difficult to meet or even understand them. 72% of marketers say it is more complex to meet their needs than a year ago.
Even if we seem to be approaching the end of the health crisis, the habits taken by consumers are not changing for all that. Indeed, they are turning more and more to digital channels. In that sense, they expect their favorite brands to do the same. 69% of them say they should come up with new ways to get products and services due to the COVID-19 pandemic.
Faced with this observation, companies have had to adapt their actions to reach their customers. To do this, 90% of marketers have changed their digital engagement strategy since the start of the pandemic. They have multiplied the points of contact to social networks, digital advertising and video. By downloading this white paper, you will discover the other mediums on which the companies have bet, as well as the flagship channel of 2021.
Collaboration is the driving force of the market age
Even if teleworking has already gradually taken hold in companies in recent years, the crisis has had the effect of accelerating its democratization. In fact, 82% of marketing organizations are adopting new teleworking policies.
Nevertheless, some marketers remain attached to work in the office. In the United States and Canada, more than a third of them expect to work in a hybrid environment. As you will find out by downloading this white paper, this is opposed to what is planned in the Middle East and Africa.
Even though they are physically separated, marketers are not disconnected from each other. It is even the opposite, because a majority of them say they feel more connected to their managers and colleagues. Indeed, 75% of respondents say the pandemic has permanently changed the way they collaborate and communicate at work. This is notably thanks to corporate social networks and videoconferencing tools, the use of which is becoming more democratic within teams.
Don’t forget to download the Salesforce report to get the full results of this study. !