Analyzing the Future of Marketing and Remote Work
How incomplete data is creating challenges for marketers and why its time for businesses to re-calibrate their training methods
In 2021, data flows from multiple pathways to a marketer’s desk, and the insights generated from those datasets feels endless. But one thing is becoming increasingly apparent; despite the information you have on hand, it’s still never enough.
“33% of marketers say they are completely satisfied with their ability to use data and to create more relevant customer experiences,” Edward McDonnell, EVP and CRO of Salesforce Marketing Cloud said. “A third of marketers feel like they have the ability to use data, to create a customer experience that’s relevant. To think that only a third of marketers think that they’re able to do it for me, that’s the opportunity for marketers to figure out how to go from not just using data, but making it relevant to customer experience.”
One of the reasons that McDonnell stated marketers feel as if their data sets are creating challenges, is that many marketers do not feel as if they have control.
“Marketers want control of their data so that they can be agile versus other types of strategies,” McDonnell said. “[Marketers want] agility, elasticity, and a real-time mechanism they can put toward the consumer. How do they do that with a much more sophisticated, robust data platform behind them that allows them to power that strategy?”
To hear more from McDonnell, check out a recent episode of Marketing Trends, where he returns for his second stint on the show. This time McDonnell touches on the future of marketing, and discussed how remote work is enabling marketers to not only build the most talented teams possible, but how software is enabling them to succeed from anywhere.
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