Ever rising customer expectations, disparate data sources and balancing privacy with personalisation are the key concerns for global marketers.

According to Salesforce’s 5th State of Marketing Report released this week, nearly a third (32 per cent) of ANZ marketers feel challenged to balance personalisation with privacy. That’s on par with the global average (35 per cent).  

According to the wide ranging survey of 4,100 marketers globally, 51 per cent of marketing teams say they’re more mindful about balancing personalisation and privacy than they were two years ago.

Marketers have to figure out the privacy paradox — how to strike the balance between sophisticated personalisation, which drives revenue and improves customer experiences, while still maintaining the privacy and trust of customers. Following a year of high profile data breaches and the risk more GDPR-style regulation, local marketers believe the issue isn’t going away any time soon.

“While personalisation is powerful for providing customers with streamlined and engaging experiences, it’s crucial that brands focus on providing transparency around the usage and protection of their customers data in order to maintain a trusted relationship,” said Kevin Doyle Regional Vice President Marketing Automation at Salesforce.

“Trust is now the foundation for any successful relationship. Customer trust can no longer be taken for granted, and is intrinsically linked to the success or failure of a brand.”

The survey of 300 marketing leaders across ANZ also found 86 per cent of local marketers say personalisation improves their overall marketing program, 27 per cent are harnessing AI and 29 per cent are using voice-activated personal assistants.

Source: Salesforce State of Marketing report 2018

Globally, marketers say they are swamped by data. The median number of data sources used by marketers is forecast to jump from 12 in 2018 to 15 in 2019 and, only 47 per cent of marketers say they have a completely unified view of customer data sources.

Globally, nearly half (45 per cent) of marketing leaders say their organisation is leading customer experience initiatives across the business, up from 24 per cent who strongly agreed with this sentiment in 2017. In ANZ, 46 per cent of marketers say marketing leads CX initiatives across their business.


Marketing tech and advertising tech have developed in parallel, but more recently the two streams have been converging.

According to Salesforce’s report, the convergence of martech and adtech is continuing as marketing and advertising teams become more aligned.

88 per cent of ANZ marketing teams with internal advertising colleagues now share integrated technology stacks. Globally 55 per cent say they collaborate on the evaluation and purchase of technology.

And it’s not just about technology. Globally, 61 per cent of marketers share common goals and metrics with their advertising colleagues, and more than half share a single brand or creative team.

However budgeting remains a largely separate endeavour for marketing and advertising teams, perhaps because fewer than half of these teams share a single departmental head.

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