SA marketers fostering meaningful customer relationships beyond first purchaseSalesforce has released its sixth annual State of Marketing report, including South African data for the first time. The report shows that, locally, marketers are at the forefront, with 76% in South Africa leading customer experience initiatives across their companies. Photo by Lukas from Pexels. The research found that standards of customer engagement are shifting again, and marketers in South Africa are prioritising innovation in a radically altered landscape. In addition to new regulations, marketers in South Africa expect that an expanded online population and wearables will bring transformational impacts by 2030. Marketers are anticipating that the online addressable market will increase as people get connected more than ever before. For this report Salesforce collected data from nearly 7,000 marketing leaders across the globe, spanning six continents, just as the Covid-19 crisis emerged. Robin Fisher, regional VP, Salesforce Emerging Markets says: The Covid-19 crisis is forcing marketers in South Africa to rethink every aspect of their business – from strategic priorities and challenges to the technological and team skills they will need — as they navigate getting back to work during a global crisis, and then continuing to transform the customer experience to be best positioned for success in the years ahead.“The insights in this year’s State of Marketing report are a helpful guide for marketers as they journey to recover and transform their business,” he says. The trends revealed in the State of Marketing report were collected from marketing leaders from B2B, B2C and B2B2C companies across 30 countries, including 200 respondents from South Africa, which showed the following:
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