The new State of Marketing report by Salesforce revealed that the majority (78%) of marketers in Singapore have experimented with or fully implemented artificial intelligence (AI) into their workflows, but only 21% are fully satisfied with their ability to unify customer data sources – the second lowest globally, after the Netherlands (19%).
“As we embrace this technology, what becomes critical is the need for the data we work with to be unified across systems, to give us a comprehensive view of customer engagements. Technology should empower creativity, allowing marketers to deliver meaningful and relevant content to their audiences; this is only possible with trusted data,” said Wendy Walker, vice president for Marketing at Salesforce ASEAN.
Embracing AI and unifying data
The report also revealed that high-performing marketing teams are 3.1x more likely to have fully implemented AI within their operations compared to underperformers. Further, marketers generally use AI for content generation, automation of customer interactions, and improving customer segmentation/lookalike audience modeling.
Singapore has the lowest global access to real-time data for executing a campaign (42%), and more than half (57%) need help from the IT department to do so. Marketers use an average of 9 tactics to collect data, with data from customer service touchpoints being the most common.
Priorities
The study further revealed that marketers' top concern is improving marketing ROI in a highly competitive landscape. However, they struggle mostly with measuring results and engaging with customers in real-time.
