Every marketer understands the premise-and every CEO yearns to realize the promise-of connected customer journeys across all touchpoints. Yet the challenges of siloed departments and data, siloed customer experiences, disconnected channels, disconnected marketing tools and analytics, and security, scale and availability persist. I know you're probably well versed in the problems. And I understand your pain-what's been missing is a solution that meets the needs of the entire organization. Today, we've turned the corner in the digital transformation.
What technology trends will reshape the marketing profession in 2019? Salesforce's latest State of Marketing report offers answers to this question. Based on a survey of more than 4,100 marketing leaders worldwide, its filled with real world insights for marketing leaders on the strategic priorities, challenges, and opportunities transforming their field. The key driver of these trends is the connected customer. Today, consumers and business buyers alike expect convenient, relevant, and responsive engagement across every interaction.
Personalization has become integral to the customer journey and is now a key driver of brand loyalty across all channels. Consumers are much more likely to buy from brands – both in-store and online – when offers are personalized. And it's not just your brand communications that need to be more relevant: consumers are also interested in purchasing more personalized products and services, and are willing to wait longer to get them. You know more about your customers than ever before. But isn't one of your biggest challenges how to make sense of all that customer data so your marketing messages can be more targeted and relevant?
Over the past decade, the marketing profession has moved from art to science, with a foundation of new technologies powered by artificial intelligence (AI) and internet of things (IoT), and with a level of personalization and real-time communication only dreamed of in the past. Consumers are continuously connected through mobile devices and have complete control over the organizations they interact with and purchase from. Their expectations are elevated -- and the opportunity for banks and credit unions that master the new technology has never been greater. Management's expectations are elevating as well. Rather than asking to see the newest TV commercial or hear the next radio commercial, financial institution leaders will increasingly say, "Show me the money" as it relates to the impact of marketing initiatives.