TH SALESFORCE STATE OF MARKETING, 9 EDITION 25 03 High Performers Move Closer to Full Cross- Channel Personalization Marketers Focus More on Their First-Party Channels The battle to win over audiences is only getting harder as customer expectations continue to Extent of Personalization Within The Following Channels rise. Seventy-three percent of customers expect Full personalization Some personalization No personalization better personalization as technology advances.* Mobile messaging 57% 37% 5% Yet, fewer than six in 10 marketers are able to fully personalize familiar channels such as Email marketing 54% 41% 5% email and mobile messaging. A closer look Social media 52% 41% 7% at maturity levels shows a wide gap between performance tiers. Website/app 49% 44% 6% Average number of channels Digital ads 49% 44% 7% with full personalization: - High performers: 6 Video 48% 44% 8% - Moderate performer: 5 Direct mail/ 48% 46% 6% - Underperformers: 3 print advertising Digital content 47% 46% 7% (e.g.,blogs, webinars) While personalization is highest on channels Events and that are easy to test and iterate on the fly like sponsorships 44% 48% 8% mobile and email, it remains a work in progress Audio 43% 50% 7% for channels demanding more production time and planning like audio or TV/OTT. Organic search 42% 47% 11% (not including paid search) TV/OTT 41% 51% 7% Base: Marketers who use the selected channels *Salesforce State of the Connected Customer, August 2023.