NEWSROOM

In line with Salesforce's new "Salesforce State Of Marketing Report" data, Sinan Erkiner, Vice President of Salesforce Mediterranean, Central Asia and Eastern Europe Region, emphasises that marketing teams will prioritise the application of artificial intelligence this year and that it is also among their biggest challenges. Erkiner points out that to succeed in the AI era, a strong data foundation is essential to consolidate customer information, support real-time activations and build trusted relationships.

TURKEY - Salesforce's ninth State of Marketing Report highlights that as customer expectations for personalised experiences continue to rise, marketers are under immense pressure to make sense of and apply the information they collect. Marketing teams see AI - both generative and predictive - as an important tool to improve measurable business impact and strengthen customer experiences through its ability to interpret data, personalise at scale and drive efficiency. This explains why they prioritise the application of AI ahead of all other initiatives. 

Integration and Utilisation of Data

The biggest problem facing modern marketers is not a lack of first-party data. It's about fully integrating that data across departments to gain insights, plan campaigns and prevent messages from reaching the wrong audiences. Investing in a strong data foundation to succeed in the age of AI will give marketers a competitive advantage. According to Salesforce's new State of Marketing Report, which surveyed more than 4,800 marketers in 29 countries, only 32% of marketing organisations have fully implemented AI in their workflows and 43% are experimenting. 

The second biggest challenge for marketers is engaging with customers in real time. Success in the AI era requires a strong data foundation that unifies customer information, supports real-time activations, and builds trusted relationships. Marketing teams have long struggled to connect disparate data points to create consistent, personalised experiences across customer journeys. Therefore, full integration and security of data has become a top priority for marketers. By investing in a strong data foundation, marketers can make the most of AI and deliver more effective and personalised experiences to their customers.

Embracing Trust-Driven AI

We're seeing marketing teams committed to successfully implementing AI and real-time data into their operations, but as adoption accelerates, concerns about security and customer trust are emerging. High performers recognise that success is not dependent on the amount of data they collect, but on effectively securing and using the right data.
Given the huge opportunities and threats that AI presents for businesses and customers, trust becomes even more critical. It is therefore vital for organisations to create a culture of ethical data governance by establishing boundaries governing how customer data is accessed and used, and maximising data security.

In the new age of marketing, with every click and conversation, customers and prospects are leaving digital traces. By combining the power of AI, data, CRM and trust, companies can help marketing teams reach their customers in new ways. Without these elements, teams will be left struggling to connect insights, while their competitors will move ahead quickly.

** State of Marketing Report: https://www.salesforce.com/news/stories/marketing-trends-ai-data/