Marketing professionals, facing the challenge of a future without cookies

“Businesses around the world expect their marketing teams to meet customer expectations, do more with less in the face of economic uncertainty, and adapt to evolving data privacy laws to prepare for a future without cookies” has ensured during the presentation of the eighth edition of the report State of Marketing, Laura Guzman, Vice President of Cloud Sales at Salesforce.

The study, in which 7,000 professionals from all over the world participated, shows, among other things, the main priorities faced by professionals in our country, namely: the creation of a cohesive customer journey, experimentation with new marketing strategies or tactics, and compliance with the privacy requirementswhile being able to offer a personalized experience… in a balance that is not always easy to maintain.

On the other hand, being able to reinforce innovation in their relationship with customers in the face of outdated technologies and tools, or improve collaboration with the proliferation of remote teams are presented in 2023 as the main challenges. In accordance with Jose Yanez, Senior Vice President of Cloud Sales at Salesforce for Southern Europe, “the Salesforce Marketing Cloud value proposition, framed in the Salesforce Customer 360 platform, responds to these priorities and challenges, since companies that bet on Salesforce achieve 31 % improvement in interaction with their customers and a 28% increase in the ROI of their marketing investments”.

But beyond what is happening in Spain, the report detects four fairly defined global trends. They are the following:

  • The relationship with customers advances through new and traditional paths. Marketers are investing in a mix of channels and technologies to reach audiences in new ways and build lasting relationships. Television and OTT services, audio and digital content are the channels that have experienced the largest increase in use in the last year by marketers.
  • Marketers navigate a complex technological and regulatory landscape. Although 81% of Spanish professionals in this area continue to invest in third-party data, 60% claim to have a fully defined strategy to abandon this data source. Among the actions implemented by professionals in Spain we find incentive programs for clients to obtain information (56%), creation of their own data management strategy (54%) or a cross-data management strategy ( 52%).
  • KPIs change as marketers optimize insights in real time. In all phases of marketing funnel year after year, professionals increase the number of parameters to monitor. The speed of obtaining information continues to be a competitive advantage. 84% of marketing organizations in Spain interact with customers in real time through one or more channels.
  • Remote teams improve with collaborative technologies. It is a fact that remote and distributed work is here to stay and that is why managers are investing in new collaboration tools that facilitate communication between teams and with clients. The transition to virtual environments is not being easy and, in fact, 74% of Spanish marketing professionals affirm that it is now more difficult to collaborate than before the pandemic. All in all, collaborative tools are being important allies in this situation and, on average, those surveyed in our country use 4 of these tools.

And what can be expected in the future? Although the report points to some clues, there is no doubt that the popularization of AI-based conversational algorithms can become a window of opportunity for professionals in this sector, integrating both into their own websites and platforms, as well as into third-party applications. as can be the case of WhatsApp.

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