Salesforce has released its 9th annual State of Marketing report, providing key insights into the priorities, challenges, and trends shaping the marketing landscape in 2024. Based on a survey of nearly 5,000 marketers worldwide, the report paints a picture of an industry in transition – embracing new AI technologies while grappling with data integration and personalization at scale.
AI Adoption Accelerates, But Challenges Remain
Perhaps unsurprisingly, artificial intelligence emerges as the top priority for marketers this year. 75% of respondents are already experimenting with or implementing AI in their operations. However, AI also ranks as marketers’ biggest challenge, with concerns around data security, trust, and proper implementation.
High-performing marketing teams are leading the charge, being 2.5 times more likely than underperformers to have fully implemented AI. Use cases span both predictive and generative AI, with top applications including automating customer interactions, generating content, and analyzing performance.
Data Integration Remains a Work in Progress
As AI becomes more prevalent, having a strong data foundation is critical. Yet only 31% of marketers are fully satisfied with their ability to unify customer data sources. Many still struggle to integrate data across departments and make it actionable in real-time.
On average, marketers are using 9 different tactics to capture customer data across the entire journey. First-party data has become increasingly important as third-party cookies are phased out. However, 61% of marketers still rely on third-party data to some extent.
Personalization at Scale Proves Elusive
While personalization remains a key focus, many marketers are still working to deliver truly tailored experiences across channels. Only 57% say they can fully personalize mobile messaging, with email coming in at 54%. High performers are personalizing across an average of 6 channels, compared to just 3 for underperformers.
Encouragingly, 57% of marketers are taking a lifecycle approach to personalization – tailoring content from onboarding through to retention and support. However, this leaves a significant portion still using more fragmented tactics.
Looking Ahead: Innovation is Key
With 89% of marketers saying they must continually innovate to remain competitive, it’s clear the industry is embracing change. As AI capabilities expand and customer expectations continue to rise, marketers will need to focus on unifying their data, scaling personalization efforts, and finding ethical ways to leverage AI for better customer experiences.
The State of Marketing report provides a valuable benchmark for the industry. While challenges remain, it’s clear that marketers are rising to meet them – experimenting with new technologies and tactics to deliver more relevant, personalized experiences at every stage of the customer journey.
