Many B2C marketers are uncovering it hard to conscionable priorities this year, a survey from Forrester reports. These scope from expanding ROI and gathering information challenges to implementing AI technology.

Priorities. The apical priorities for B2C marketers were:

• Increase absorption connected lawsuit acquisition (28%);
• Increase lawsuit engagement crossed the lifecycle (27%);
• Improve however our marque is perceived by customers and prospects (26%);
• Improve the ROI/effectiveness of selling (25%);
• Increase our brand’s quality to energize lawsuit relationships and make passionate advocates (24%).

(The 906 selling decision-makers provided aggregate answers to the question.)

Challenges. The challenges getting successful the mode of marketers’ priorities:

• Changing economical conditions (26%);
• Quality of lawsuit information (25%);
• Brand cognition doesn’t bespeak our desired marque individuality (25%);
• Lack of cross-functional alignment connected concern objectives (23%);
• Process inconsistency owed to mediocre integration oregon redundancy successful exertion solutions (22%).

Dig deeper: How information cleanable rooms mightiness assistance support the Internet open

Difficulties. Marketers are besides having a hard clip with the priorities they were fixed by their organizations. Among the astir difficult:

• Update our information strategy to accommodate to information deprecation (47%);
• Introduce oregon heighten AI capabilities (47%);
• Implement an omnichannel selling strategy (45%);
• Improve the ROI/effectiveness of selling (44%);
• Implement agile frameworks, methodologies oregon principles (44%).

Marketing execution. B2C marketers are besides having a hard clip with selling execution. Specifically:

• Personalizing, communications, experiences and interactions (41%);
• Coordinating antithetic selling work providers (including agencies) (40%);
• Creating a azygous presumption of the lawsuit crossed channels and interactions (37%);
• Driving decision-making and lawsuit insights (34%);
• Managing information prime (31%).

Why we care. Data privateness regulations and compliance issues proceed to interaction selling goals. To conscionable the moment, organizations should power what they tin — namely the interior processes and tech solutions. Only past tin lawsuit experience, marque cognition and different customer-facing difficulties beryllium improved. With little entree to lawsuit information and much regulated information practices, much B2C orgs besides volition beryllium compelled to look hard astatine the ROI from retail media networks and different information collaborations via information cleanable rooms.

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