The Salesforce study also found that marketers in Singapore are most concerned about improving marketing ROI in a highly competitive landscape. Yet, they struggle to measure results and engage with customers in real time.
According to Salesforce, 78% of marketers in Singapore have experimented with or fully implemented artificial intelligence (AI) into their workflows. The top three AI use cases among marketers include generating content, automating customer interactions, and improving customer segmentation or lookalike audience modelling.
However, only 21% are fully satisfied with their ability to unify customer data sources, indicating that many still lack a solid data foundation. Less than half (42%) have access to real-time data to execute a campaign, the lowest globally.
