• While measurement is also evolving, marketers are willing to put in effort to preserve existing data sources.
  • Marketers see the value in solutions that support ethical strategies.
    		•

    Trends in e thic al marke t ing




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    of the value exchange.
     
    Marketers are most likely to 
    be increasing usage of major social media sites and 
    search engines (76% of respondents in one study
    1
    ) 
    as they navigate and adapt to the new and evolving 
    privacy and technology landscape, while nearly half 
    (47%) are using contextual targeting.
    While measurement is also evolving, marketers 
    are willing to put in effort to preserve existing data 
    sources.
    Top metrics like customer engagement, return 
    on marketing investment, marketing lead qualification, 
    and marketing spend per customer that marketers rely 
    on today are expected to still be of top importance 
    in the future.2
    Marketers see the value in solutions that 
    support ethical strategies.
    In particular, marketers 
    are interested in services like an information hub 
    (63%)
    1
    and personal privacy advisory services (60%)
    1
    on topics like zero/first party data strategies, internal 
    data governance, and plans for technology changes. 
    The flashpoint for both marketing value and consumer 
    privacy is often personalization. Though consumers 
    value accurately personalized experiences, marketers 
    don’t always feel equipped to deliver the right level of 
    individualized attention without crossing the line into 
    what some customers perceive as creepy or invasive.
    1 The Future of Privacy and Analytics, Salesforce and The Harris Poll (May 2022) 
    2 8th Edition State of Marketing, Salesforce

    8
    TRENDS IN E THIC AL MARKE T ING
    SALE SFORCE
    Personalization that Prioritizes People
    It takes vision and effort, but the most effective way to 
    personalize marketing efforts is by infusing your strategy with 
    the values that consumers care about. This isn’t a zero-sum 
    game: it’s just the opposite.

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