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Tuesday, March 19, 2024

Adobe suggests trends that will change the competitive landscape of marketers in 2022

Fast digital transformation But the available resources haven’t changed much. Working in a Hybrid It even increases flexibility and increases productivity because there is no clear line between personal life and work. thus creating pressure on personnel

According to EY, 54 percent of consumers have a greater awareness of data privacy than ever before, so disclosing personal data in order to deliver the personalized experience consumers want requires extreme caution.

Although there are challenges for marketers. But there’s a good chance Interestingly, as well, Adobe has kept an interesting survey on the future of marketing as follows:

Increased responsibility for marketing departments

Customer-centricity It is still important to deliver a great customer experience, especially the marketing department, which will have to play more roles and responsibilities.

From the results of the study, it was found that 85% of marketing executives have an increased scope of responsibility and now have to manage activities that go beyond traditional obligations. relating to brands and market demands

In addition to expanding the scope of work that has increased A marketer’s success is not determined solely by an audience interested in a company’s products or services. It also depends on your ability to foster a good overall relationship with your customers.

Gen Z people are the hardest to build “Trust” on a brand.

even Confidence It will be the cornerstone for building a good relationship between brands and customers. From the opinion polls, it was found that If trust is compromised, Gen Z consumers (18–25 years old) are ready to do their best.

The study found that just 40 percent of Gen Z posts negative reviews, which is more than 10 percent compared to the average consumer. and higher than other generations And while 58% of consumers said they stopped buying a particular brand. Out of trust, about 75% of Gen Z people stopped using brands and services last year, and 29% stopped using three or more for trust reasons.

Personalized (broadly) will be an important occasion. to make a difference

“personalized” marketing by specifying the name of the customer and personalize (Personalization) is different and more complex. Leading companies leverage artificial intelligence (AI) technology to create a shopping journey customized to their customers’ tastes and needs. as well as recommend products based on both online and offline behavior

Personalization Providing real benefits to customers is not an easy task. In particular, the end-to-end customer data that the organization collects directly with the consent of the customer, or First-Party Data, will enable a comprehensive audit of customers.

Quick and broad audience targeting will attract customers. and stimulate spending to increase All of which will help improve business performance.

Comprehensive data governance has become inevitable.

Data Governance Strong is the answer: 90% of executives are concerned about the team’s ability to manage data and meet customer needs, while 59% are very concerned about it.

Good governance requires the right personnel and policies. Even personnel, policies and good intentions It’s not enough to meet the customer experience and data requirements that are broad and fast-paced.

Governance that can harmonize customer policies and requirements increases work clarity and reduces stress for employees. It also allows them to deliver a superior customer experience. And it helps the team and the company to comply with the rules properly.

Good technology will increase engagement.

According to a MarketerHire survey, 75% of marketers expect the marketing line to have a large number of employees leaving. 48% of respondents said they had plans to quit their current job.

Organizations are giving employees the opportunity to have more time to rest. and have a more flexible work schedule It also provides assistance with mental health care.

According to an Adobe study, 93% of marketers said Collaboration between the marketing and design teams is very important. At the same time, they ranked collaboration as the most important challenge.

Adopting a proactive, innovative approach to the challenges and opportunities that lie ahead will help us ensure that our team, customers and company can definitely improve their operations by the end of 2022, when compared to last year

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