Marketing trend survey: Has AI reached businesses yet?
Thanks to AI, everyone talks about automation and (hyper-)personalization, but have these trends actually arrived at companies in Germany, Austria, and Switzerland (the DACH region)?
Together with ai-zurich, we drew on the many experts at the online “AI for Business” conference to conduct a survey on 2020 marketing trends. The conference had brought together about 400 individuals from the DACH region who are interested in AI.
The most relevant results at a glance:
Personalization and automation finish first
48% of those surveyed felt that the most critical marketing trend in 2020 is automation in combination with personalization. It is followed by customer orientation and omnichannel (24%) and authentic and meaningful customer communication (16%). Only 4% of the respondents regard the active involvement of customers in marketing (participation and co-creation) as the most important trend. Only about one-third of the respondents already have their content, services, and products tailored to individual customers (28%). These results indicate that there is some catching up to do in this area.
AI support in daily life and at work
AI already has a presence in our daily lives: Three out of four experts from marketing and IT confirmed that they use AI tools like DeepL, Alexa, and facial recognition on their smartphones; for 23% of the surveyed professionals, AI is even an integral part of their work. Only 7% stated that they use no AI applications at all. 9% of respondents answered the question of whether AI would change their work in the next ten years with “No.” They believe that AI cannot do their job. The vast majority of respondents (88%) are optimistic and actually expect AI to benefit them in their work.
A reality check: Marketing automation is not yet established
Merely less than one-third of respondents (29%) already use marketing automation in combination with a CRM solution. 38% stated that the combination of CRM and marketing automation makes sense, but that it does not yet exist in their companies. 14% said that they don’t use marketing automation, and about as many must manage without CRM and marketing automation in lead and customer management. There is definitely still room for improvement!