New Salesforce Research Reveals Thai Marketers Prioritize Cohesive Customer Journeys Across Channels and Devices

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Salesforce (NYSE: CRM), the global leader in CRM, today released the seventh edition of its State of Marketing report based on a survey of thousands of marketing leaders worldwide.

The report finds that Thai marketers remain optimistic about their organizations’ futures despite unprecedented change and challenges over the recent past. The report also reveals significant investment in the tools, technologies, and channels that have become indispensable in the market-from-anywhere era.

75% of Thai marketers expect revenue growth at their organizations over the next 12 to 18 months, and 84% say their work provides greater value than it did a year ago. Challenges are afoot, though, with 71% of Thai marketers agreeing that customer expectations are more difficult to meet than they were a year ago. To adapt, marketers are leaning into the digital transformations they had initiated prior to the pandemic. In fact, 41% of Thai marketers say the pandemic changed their digital engagement strategy, and 28% say it changed their marketing channel mix.

“The insights in this year’s State of Marketing report provide a good benchmark for what’s changed, what’s consistent, and where the art and science of marketing goes from here,” said Wendy Walker, Senior Director for ASEAN Marketing. “It is interesting to note that the top three priorities for Thai marketers are also their top three challenges. While Thai marketers certainly have their work cut out for them, increased data sources, a new marketing channel mix and more alignment with CEOs spell a valuable opportunity for Thai marketers to increase their strategic impact in their organisations.”

The trends revealed in the seventh State of Marketing report were collected from a survey of over 8,200 marketing leaders – from CMOs to marketing managers – across 37 countries and six continents, including 300 respondents from Thailand. Insights include the following:

  1. As Customers go digital, Marketing steps up. Marketers are accelerating their digital transformations. Social media is the marketing channel that increased in value the most in Thailand during the pandemic.
  1. Collaboration drives the Market from Anywhere era. No longer tied to offices, a distributed workforce is reevaluating how they engage not only customers, but each other. 8% of Thai marketing organizations are adopting new policies around full-time remote work while 61% of Thai marketing organizations are adopting hybrid work policy.
  1. Marketing Is spelled D-A-T-A. Managing data is becoming more complex as sources multiply. Thai marketers expect a 20% increase in the number of data sources they use between 2021 and 2022.
  1. Metrics and KPIs continue to evolve. As their work becomes more strategic and valuable for the business at large, marketers are reevaluating what success looks like. 71% of Thai CMOs align their KPIs with the CEO’s.
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