New Salesforce Report Reveals Marketers Shift To Digital, Increase Reliance On Data

Hot on the heels of its announcement of Salesforce+, Salesforce today publishes its seventh annual State of Marketing report, which examines how marketers navigated the shift to digital during the pandemic and how they plan to keep pace with customer expectations. In short, engaging with customers effectively is more difficult than ever as they remain committed to their pandemic-prompted digital habits and brands face steep competition on crowded digital channels.

Data highlights from the report include:

  • Canadian marketers are optimistic and ready to rise to the challenge even as 71% say meeting customer expectations is more difficult than a year ago.
  • 73% of Canadian marketers say customer experience is the key competitive differentiator, 7% less than the global average.
  • 77% of marketers feel their work provides greater value now than it did a year ago.
  • Digital channels take precedence as digital ads, digital content, video and social media rank in the top 5 channels with increased value in the past year.
  • 92% of Canadian marketers say their digital engagement strategy has changed since before the pandemic.
  • 91% of marketers say their marketing channel mix has changed over the past year.
  • Data is paramount for creating effective customer experiences, as 73% of Canadian marketers say their customer engagement is data-driven (5% less than the global average.)
  • Marketers expect a 23% increase in the number of data sources they use by 2022.
  • Marketers have shifted toward known digital identity sources such as email addresses and social IDs and away from anonymized digital identities such as cookies and device IDs. 

Canada-specific data is below:

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