It can often be an eye-opening experience to see the way that different people in your industry handle their work – what they focus on, what they see as best practices, and how they measure their efforts. I thought that today, we might take a trip across the border and look at the state of marketing in the Great White North. This infographic is based on the results from surveys sent from Salesforce to 421 marketers from Canada. The results are an interesting overview of their strategies and priorities. Let’s take a look.
When it comes to the metrics that Canadian marketers use to judge the success of the efforts, revenue growth takes the cake with 35%. 34% cite customer satisfaction as their primary measure of success, while only 23% name customer retention rates. In terms of priorities, 36% of respondents list brand awareness as their top priority. 31% wanted to boost their levels of customer engagement, and 29% wanted higher levels of social media engagement. 30% of the Canadian marketers said that their top marketing challenge was budget constraints. 24% said that new business development was an area that needed work, and 23% were focused on trying to stay ahead of social media trends.
The majority of Canadian marketers (68%) have adopted a customer journey strategy as part of their business strategy, with 67% actively mapping that journey. Of those that have adopted this strategy:
- 75% agree that it positively impacts customer willingness to recommend their products or services
- 74% agree that it positively impacts customer engagement
- 73% saw a positive impact on revenue growth and customer satisfaction scores
- 70% agree that it positively impacts customer churn rates
The creation of a shared customer experience is also a focus – 65% of marketing leaders are working on building customer experience initiatives, and 56% rate their own efforts highly in terms of creating personalized omni-channel customer experiences. Digital spending is on the rise, with 64% investing more in social media marketing, 62% in social media advertising, and 62% on social media engagement. Finally, Canadian marketers are also looking to increase their growth of tools and technology – 41% anticipate spending more on collaboration tools in the next 12 months, while 40% are looking at guided selling, and 39% are focused on marketing automation.
While it’s a little surprising that there was no mention of hockey (I kid), it’s interesting to get a glimpse into the Canadian marketing industry. Which fact did you find the most interesting? Let me know in the comments.