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2022’s trends in digital marketing

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2022's trends in digital marketing


Marketers are still adapting to the major disruptions of the past several years. Buyers, though, still expect marketers to provide personalization and enjoyable experiences. 

Luckily, the technology and data that can help are becoming more accessible.

In partnership with Ascend2, Oracle surveyed 853 marketers across the U.S., Canada, India, and the UK. The results showed what trends and technologies are helping marketers pivot where necessary, connect with customers, and drive conversions.

Top challenges marketers face in 2022

38% of marketers said maximizing performance across channels was one of their most difficult challenges. Audiences are now digitally everywhere. They consume and engage with content across a variety of channels and devices.

Somehow, marketers have to keep up with them, stay consistent and relevant with their messaging, and deliver value. Customers tell you everything you need to know about how to please them with their online behaviors. The right technology helps by taking in that data, so marketers can use it to connect with customers and adapt their strategies necessary.

Tactics and technologies for marketing success

43% of marketing organizations plan to offer more personalized content and offers in the year ahead. Videos and virtual events will make much of this content easier for customers to consume. Personalization will also help marketers put more focus on retaining customers rather than only acquiring new ones.

What technologies will help?

  • A customer data platform (CDP) allows you to anticipate customer needs
  • A content management system (CMS) helps you manage and create more innovative content
  • A customer loyalty program incentivizes and rewards customers that keep engaging with your brand

Go all-in on AI

59% of marketers who say they can’t live without AI have highly successful marketing strategies. 30% of marketers surveyed overall fear they’re missing out on AI’s ability to predict customer behaviors and adjust campaigns.

AI creates efficiencies and maximizes resources, especially with manual, repetitive tasks, such as:

  • Setting up campaign workflows
  • Testing different offers, subject lines, and copy
  • Customizing content

42% of marketers say they already trust AI to personalize content and offers in real-time.

Marketers look forward to big things in 2022

An impressive 94% of marketers thought their 2021 was successful. 37% are confident 2022 will also be a successful year.

Find out what trends and technologies will make it so.

Get the trends report


About The Author

Make every customer interaction matter by connecting all your business data across advertising, marketing, sales, commerce, and service. Oracle Advertising and Customer Experience (CX) is a connected suite of applications that goes beyond traditional CRM to help you create and nurture lasting customer relationships. Build a complete view of every interaction and every customer, no matter how and when they engage. Empower your entire business to deliver exceptional customer experiences—from acquisition to retention—and everything in between.



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MARKETING

Salesforce winter 2023 release: The business executive’s guide

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Salesforce winter 2023 release: The business executive's guide

More than 150,000 companies are Salesforce customers. Salesforce’s share of the CRM market is about 25%. 

Few customers take advantage of the thrice-yearly release updates rolled out to every Salesforce user. I get it. Folks aren’t always paying attention to the releases because they’re focused on running their business, tending to the million things that come up each day. 

The full edition of this Winter’s ‘23 Release comes in at over 700 pages. The boiled-down, brass-tacks summary is still 32 pages.

Few business executives have the time and bandwidth to keep up with the ins and outs of these updates. Your admins and marketing operations people may slog through the whole doc but may not connect the dots between business initiatives and platform functionality. 

This series will connect those dots. I’ll summarize what you need to know about the latest release in five key categories: commerce, sales, service, marketing and loyalty programs.

I’ll cover the features that will help you make better decisions for your business and maximize how you use the platform. 

Based on features in this release, Salesforce is focused on:

  • Improving the base platform (adding ease that your hands-on admin and developer teams have requested for a long time).
  • Creating even more ways to connect with customers.
  • Offering more industry-tailored options that bring value to a business more quickly.

Robust support for subscription selling added to Commerce 

Adding a subscription pricing model benefits most businesses, whether you’re a fan belt manufacturer or an artisan dog food company.

Making it easier for your customer to buy your product is always a win-win, and this release makes implementing subscriptions more seamless from the backend with the Connect API tool. 

Connect API resources now support subscriptions and multiple product-selling models: 

  • One-time sales where products are sold for specific prices once. 
  • Term sales offer time-limited subscriptions. Products are sold and renewed for a specific amount of time, e.g. 12 months. 
  • Evergreen subscriptions offer products on a recurring basis until canceled.

Configuring charges for collecting local taxes in international jurisdictions was also enabled. 

Dig deeper: Salesforce unveils features to boost automation for marketing and sales


Get MarTech! Daily. Free. In your inbox.


Additions to sales enablement functionality

Overall, I’m loving the general focus on enablement through enhancements with dynamic forms, screen flows, and Slack integration. 

Teams can now build and launch enablement programs that drive to the most important KPIs for your business. You can now focus on specifics, like programs for a particular region or product, and offer incentives to drive business from them. 

And, dynamic form improvements mean end-users have more flexibility with fields and sections to display on page layouts. 

Sales teams can now better access, update, share records and get important notifications on their key accounts directly within Slack using a new integration. Sales can collaborate in account- and opportunity-focused Slack channels while accessing Salesforce data. 

And, you can make it easier for sales teams to work with colleagues throughout the enterprise in departments such as fulfillment, shipping, and finance. This is enabled using Slack and providing real-time access to data stored in Salesforce to everyone who needs it.

Next time, I’ll dive into the latest service, marketing, and loyalty programs features included in the Winter 2023 release.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.



About The Author

Joe Anzalone

Joe is Vice President, Salesforce Technology at Shift7 Digital. As a member of the Shift7 leadership team, Joe works to craft solutions and architectures that meet ambitious client goals using the power of the Salesforce platform, including product ownership for Shift7’s Industry GTM Accelerators. Joe brings more than 20 years of experience implementing Salesforce and other digital platforms including enterprise solutions and complex technology implementations. He sits on the Salesforce B2B Commerce product advisory board. Shift7 Digital is a Salesforce Ventures-backed agency, revolutionizing the digital experience for manufacturers, distributors, and their customers.

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