【salesforce】2024年市场营销状况报告（第九版）_39页_24mb

Key Findings from the Salesforce State of Marketing Report

• AI as Priority and Challenge: Marketers see AI adoption as their top priority and biggest challenge. It drives personalization and efficiency but also raises concerns about data security, trust, and ethical use. High performers are more likely to fully implement AI, while underperformers lag in experimentation and integration.

• Data Foundation Importance: A strong data foundation is crucial for AI success, but less than 40% of marketers feel confident in unifying customer data across channels. This unification is seen as a key factor in improving performance, with high performers outpacing others.

• Marketing Performance Disparities: High-performing marketers achieve better results in personalization, AI use, and data integration. Underperformers typically handle fewer channels fully and score lower on customer experience metrics.

• Channel and Personalization Insights: Across multiple channels like email, mobile, and social media, full personalization remains limited. High performers average six fully personalized channels, while underperformers manage three. Marketing focuses on increasing mobile messaging due to its growth potential.

• Budget and Tool Usage: Advertising dominates marketing budgets, with a shift toward digital and mobile channels. Organizations use multiple tools, including CRM, analytics, and AI platforms, to optimize operations but face challenges in data activation and real-time access.

• AI Implementation and Concerns: Adoption is uneven, with 32% fully integrating AI and 43% experimenting. Major concerns include data exposure, biased outputs, and employee job displacement, linked to generative AI specifically.

• Unified Analytics and Customer Relationships: Only half track customer lifetime value (CLV), indicating gaps in measuring long-term value. Strategies like account-based marketing and loyalty programs aim to deepen customer connections, but loyalty data usability and cross-departmental integration remain low.

• Future Outlook: Marketers recognize the need for continuous innovation to stay competitive. The report emphasizes the growing role of AI and first-party data amid the decline of third-party cookies.

This summary highlights that while AI and data-driven strategies offer significant opportunities, challenges in implementation and unification require focused efforts to bridge performance gaps.