Marketers have been challenged by recent data privacy changes, and 90% have fundamentally altered how they measure marketing performance according to Marketing Intelligence Report, a study released Wednesday by Salesforce.
For instance, brands have made the following investments in technology in an effort to cope with privacy changes:
But fewer than half are very confident in their ability to do the following in the face of the recent changes:
Among other privacy shifts, Apple’s Mail Privacy Protection has reduced the relevance of email opens, and Google’s third-party cookie deprecation has pushed businesses to “a consumer-first, content-based approach to data collection,” the study states.
As a result of all this, brands have invested in these marketing tactics in response to the changes, with email marketing falling far down the list:
Email investments remained the same for 42%. And 13% reported a decrease.
But companies face serious challenges: 80% say their ability to track ROI for each investment needs improvement. And 33% aver that their insights are too slow for marketing decision-making.
The study separates companies into high performers (17%), moderate performers (69%) and underperformers (!5%).
It shows that 48% of the high performers are completely satisfied with their ability to drive email opt-ins, as are 42% of moderate performers and 36% of the underperformers.
But 59% of the high performers are satisfied with their ability to generate sales, while 51% are satisfied with audience/follower growth. In addition, 51% are able to fuel form fills and sign-ups, 51% to achieve product adoption, 51% to create content downloads and 52% to pull website visits.
Brands also say these disciplines are key to driving marketing-led growth:
Similarly, they see these skills also fuel customer experience:
In another finding, the study shows that 40% say their cross-channel data integration is mostly or entirely automatic. But 42% have an even mix of manual and automatic, and 17% are entirely manual.
Salesforce surveyed 2,583 marketing decision makers worldwide.