Unified Customer Profile Tops Expectations For Marketing Cloud Platform: Report
Integrating customer data (57%), increasing agility (47%), and aligning the goals of departments (45%) are the top requirements, according to a report that explores what social marketers are looking for from technology support tools Forrester Consulting recently published a study on behalf of Emplify, a US-based software company that develops and markets CX systems, which […]
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Integrating customer data (57%), increasing agility (47%), and aligning the goals of departments (45%) are the top requirements, according to a report that explores what social marketers are looking for from technology support tools
Forrester Consulting recently published a study on behalf of Emplify, a US-based software company that develops and markets CX systems, which sheds light on what social marketers are prioritising to tackle challenges and what they are looking for in a marketing platform to help them do so — while being conscious of shifting budget priorities along the way.
Social marketing professionals continue to look for ways to navigate the rocky terrain of economic uncertainty and fast-changing consumer behaviour. The marketing landscape evolves so quickly that those who fail to keep up will likely lose out in the race. Amidst the challenges, it is a must for marketers to invest smartly and find a tech stack that does their work promisingly.
The study titled Social Marketing Leaders Are In Critical Need Of Integrated Data And Agile Technology is based on findings from a survey of 154 marketing leaders; key highlights are:
- 73% feel that changing customer demands have been the most challenging market factor impacting their success
- Respondents are prioritising their budgets toward social/digital advertising tools and social media marketing platforms (76% and 66%, respectively)
- Growth and customer marketing professionals are by far the most actively demanded and recruited roles by marketing leadership
The report revealed that customer growth and satisfaction dictate marketing success when it comes to measurement metrics.
More than half of survey respondents (57%) said the most significant benefit to realise from one’s ideal social marketing cloud platform is consolidating customer data to create a single view of the customer.
“With customers becoming more budget-conscious, marketers will need to get even more creative with their campaigns to become the brand of choice for the modern consumer. Acquiring the right technology to facilitate collaboration and agility and equipping teams with the right roles will be key as we head into the new year,” said Emplifi CMO Zarnaz Arlia.
The research concluded that access to integrated and agile data is critical for marketers to deliver the quality of social media content needed to succeed in a fast-moving social
media landscape. As marketing leaders evaluate their strategic roadmap, they should remember that the ideal platform enables a single view of the customer and that investing in people is an essential part of the process.
