Salesforce State Of MarketingAdequate Technologies And Compliance With Privacy Regulations The Priorities In The Strategies Of Italian Marketers

(Adnkronos) - According to the eighth edition of the State of Marketing report, businesses' marketing strategies will change in 2023 due to shifting priorities and brand-new obstacles. The main difficulty facing Italian marketers is keeping up with new technology.

The pressure of budgetary restrictions is felt by 39% of Italian marketers, and 66% report that it is more difficult than it was a year ago to meet customer expectations. Milan, January 25, 2023 — While industry leaders are well aware that they will have a difficult time adjusting to the unpredictability of the global economic environment, 80% of Italian marketing professionals claim that their work is more valuable today than it was a year ago.

Particularly, 66 percent of Italian marketers say that exceeding customer expectations is more challenging now than it was a year ago, and 39% of them say that budget restrictions are a big stressor. This is what the eighth edition of the State of Marketing report, an annual global survey conducted by Salesforce on a sample of over 6,000 marketing industry leaders across 35 countries and six continents, including 250 in Italy, reveals.

Priorities and challenges for Italian marketers Modernizing the tools and technologies available to teams, enhancing the use of those already in use, and adhering to privacy regulations are the top priorities for Italian marketers. One difficulty is the requirement to update the now-outdated technological systems and the efficient use that follows in order to give consumers a more consistent and continuous customer journey.

According to Andrea Buffoni, regional vice president of Salesforce Marketing Cloud, "Italian companies are looking to their CMOs and marketing teams to meet digital-centric customer expectations, a mission that is today made more challenging by both the headwinds of the global economy and changing data privacy regulations mandated by a future without cookies.". The information in the updated version of State of Marketing, our yearly industry report, "provides a good point of reference for determining the best strategies for engaging customers across an increasingly complex variety of channels and always in full compliance with their privacy," the report's authors write.

Four new trends are highlighted by the Italian data in the study: The march toward digital-led engagement is proceeding along both unfamiliar and well-worn paths. In order to connect with audiences in new locations and forge long-lasting connections, marketers are investing in new platforms and technologies.

The biggest increase in Italian marketers' investments over the previous year has been in digital content and video, TV channels and OTT platforms, and TV channels in particular. Although email marketing continues to dominate, accounting for more than 80% of all outbound marketing messages globally, an analysis of Salesforce Marketing Cloud data demonstrates this.

Marketers are putting together their cookie-free strategies. Industry professionals are adapting to changes in privacy regulations that demand greater transparency around data use as they navigate a complex technological and regulatory landscape.

Despite the fact that 81 percent of Italian marketers still spend money on third-party data, 76 percent claim to already have a fully developed strategy for cutting ties with it. Particularly, 58 percent are putting effort into developing a first-party data strategy (i.

e. 54 percent are working to reduce internal data silos, 56 percent are creating sharing agreements for second-party data (data that is obtained from a trusted partner company, not data that is collected directly from their customers), and 33 percent are using data directly collected from their customers.

By tracking KPIs in real time, marketing teams can determine which CX initiatives are most effective. Every stage of the marketing funnel requires marketers to track an increasing number of metrics, so being quick to grasp KPIs gives them an edge over rivals.

Eighty-two percent of marketing groups in Italy interact with clients in real time via one or more channels. Despite the fact that 72% of the Italian marketers polled claim to be able to analyze marketing KPIs in real-time, 38% admit that their business still faces difficulties when combining and cross-referencing customer data sources.

Please refer to the interactive dashboard of the eighth edition of the State of Marketing on Tableau report for more information. The complete report is available for download at this link.

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