72% find their conversational marketing effective. 42% say their conversational marketing program is very effective, and 30% find it somewhat effective. Top contributors to effectiveness include engaging with customers via messaging, using AI to automate customer conversations, using data collected to personalize customer interactions, and driving paid traffic to conversations.
59% say their tactics are less effective because of privacy regulations. Six out of ten respondents say that their marketing tactics have become less effective because of the increase in data privacy regulations when it comes to collecting customer data.
41% said collecting zero-party data has never been more important. Additionally, 39% said zero-party data, or data collected directly from the customer, is very important to their long-term objectives. 41% also said first -party data, or data collected from customer interactions, is very important to their long-term objectives.
Social media marketing is in decline. For our respondents, social media marketing is the channel they’re seeing decline the most as it’s becoming more difficult to get users’ attention and stand out amongst the high volume of posts. Other channels that are declining the most include influencer marketing, email marketing, and SMS marketing.
The top challenge to marketers today is acquiring new customers. They’re also facing other challenges that include retaining existing customers and generating more sales from them, increased competition in their market, and shifting consumer expectations.
Creating more humanlike experiences is a top priority. Priorities for 2022 include creating more humanlike interactions in their conversational marketing channels, driving paid traffic to their conversations, and improving connections to their tech stack.
Instagram Messaging is the most effective channel. The channels that are proving very effective include Instagram Messaging (44%), WhatsApp Business (42%), Facebook Messenger (40%), Google’s Business Messages (39%), and a chatbot on their own website (37%).