Extent of Personalization Within The Following Channels Full personalization Some personalization No personalization 57% 54% 52% 49% 49% 48% 37% 41% 41% 44% 44% 44% 5% 5% 7% 6% 7% 8% Mobile messaging Email marketing Social media Website/app Digital ads Video Audio TV/OTT Organic search (not including paid search) Direct mail/ print advertising Digital content (e.g.,blogs, webinars) Events and sponsorships 48% 47% 44% 43% 42% 41% 46% 46% 48% 50% 47% 51% 6% 7% 8% 7% 11% 7% Base: Marketers who use the selected channels S A L E S F O R C E 25 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Marketers Focus More on Their First-Party Channels The battle to win over audiences is only getting harder as customer expectations continue to rise. Seventy-three percent of customers expect better personalization as technology advances.* Yet, fewer than six in 10 marketers are able to fully personalize familiar channels such as email and mobile messaging. A closer look at maturity levels shows a wide gap between performance tiers. Average number of channels with full personalization: - High performers: 6 - Moderate performer: 5 - Underperformers: 3 While personalization is highest on channels that are easy to test and iterate on the fly like mobile and email, it remains a work in progress for channels demanding more production time and planning like audio or TV/OTT. High Performers Move Closer to Full Cross- Channel Personalization 03 * Salesforce State of the Connected Customer, August 2023.