(from Salesforce’s report: “State of Marketing – sixth edition”; targeted extract on the opinion of 300 Italian marketers).
Also with regard to Italy, the number one priority for marketing experts remains innovation; the second priority is the need for real-time customer engagement and therefore compliance with the rules related to the issue of privacy. As regards the use of Artificial Intelligence, the research has shown an increase of 186% in the use of this technology in Italy compared to 2018. In this exponential growth, it emerges that 73% of marketers have made use of AI to create synergies between online and offline experiences.
A fundamental concept also for Italian marketing experts is that of “Empathic Marketing”, at the base of which are the customer data: in this context, 28% of marketers in Italy are completely satisfied with their ability to balance personalization and levels of customer satisfaction, mainly through the use of CRM platforms.
Thus, as companies are moving from the crisis phase to the recovery and adaptation phase, marketers have a unique opportunity to transform customer relationships into commercial value. For example, B2B marketers play a key role in business growth through Account-Based Marketing (ABM). In Italy, however, only 45% of marketers monitor the Customer Lifetime Value (CLV) to measure and evaluate the effectiveness of the marketing strategies undertaken.