The majority (87%) of marketers in Singapore admit they are still running generic marketing campaigns, with fragmented and poor-quality data identified as a critical obstacle to delivering meaningful, personalised customer experiences, according to Salesforce‘s latest State of Marketing report.
“Singapore marketers are under immense pressure to deliver personalised, real-time experiences, but They’re being held back by the very foundation they’re building on. When data is siloed and fragmented, AI tools can’t deliver on their promise. As customer journeys become more conversational, brands that unify their data across the customer journey will be better placed to deliver personalisation at scale and build stronger customer relationships,” said Nipun Sharma, vice president, Marketing, India & ASEAN, Salesforce.
Fragmented and poor data quality as a bottleneck
The survey, which gathered responses from 4,450 marketing professionals globally, including 100 in Singapore, found that 86% of Singaporean marketers still struggle to respond promptly to customers, despite clear consumer demand for instant, conversational, and personalised brand interactions.
The lack of usable data, siloed systems, and poor data quality remain the top barriers to AI-driven personalisation. However, marketers with unified customer data are positioned to gain a significant edge over those with disjointed sources.
AI and marketing
Despite these hurdles, marketers are increasingly embracing artificial intelligence, with 81% saying they use AI to produce personalised content. The majority (82%) said they would trust AI to respond to customers and scale engagement efforts.
The report also found that 84% of Singapore marketers said AI is reshaping their search engine optimisation strategies, while 86% have started optimising content for AI-generated search results such as ChatGPT and Google’s AI Overviews.
