The 7th State of Marketing report captures responses from over 8200 global marketers, including 328 Indian marketers, on how marketing changed last year.
Here are three trends that are changing the Indian marketing landscape:
1. Collaboration at a time of work-from-anywhere
81% of marketing organisations have adopted new remote work policies. And with the adoption of new work-collaboration technology, marketers feel more connected to their:
Customers |
73% |
Managers |
71% |
Colleagues in marketing |
68% |
Partner organisations |
64% |
Colleagues in other departments |
48% |
However, 76% of marketers still say collaboration is harder now than before the pandemic.
Involve internal stakeholders of all levels in the policymaking process to build desired work cultures and adopt tools that enable real-time collaboration.
2. Data drives marketing strategies
Marketers are relying on new and more data sources than ever before to create relevant customer experiences.
75% of marketers say their customer engagement is data-driven
However, <50% of them are satisfied with their data’s completeness, accessibility, timeliness, hygiene, etc.
Takeaway: Marketing leaders must focus on improving data quality to extract accurate marketing insights.
3. Metrics & KPIs continue to evolve
As more customers go digital, marketing becomes increasingly strategic to businesses. And due to the pandemic:
78% of marketing organisations have changed or reprioritised their metrics
Takeaway: To increase ROI, align marketing metrics and KPIs with those of the leadership's business objectives.
Preparing for the marketing of tomorrow
Marketers must focus on
To know more about how marketing is evolving globally, read the complete report.
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