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MarTech is great, but being customer focused is better

MarTech – it’s great until it’s overwhelming. Chris Jordan shares how marketers can simplify their use of technology and data.

Marketers and advertisers should have one clear purpose when it comes to creating an exceptional customer experience – take complex brand messaging and make it simple for the customer. 

Today, marketers have a range of tools to deliver clear and personalised messages across all customer touchpoints – and that’s exactly what customers want. According to the State of the Connected Customer, 75% of customers expect companies to use new technologies to create better experiences.   

But what happens when technology makes a simple process complex? As the old saying goes, throw somebody one ball and they will catch it, throw them 10 balls at the same time and they will drop all of them. 

Here’s how marketers can use technology and data to their advantage without getting lost in it. 

Shift the focus to be customer-centric

We live in a world where we can’t ignore technology. It’s there in both our work and personal lives helping make decisions, keeping us informed and collecting information about us.

Businesses are in a race to get their hands on this information through the latest technology. But while technology and data can help deliver on business and marketing goals – it’s not the ‘why’. 

State of the Connected Customer

Insights from 13,000+ consumers and nearly 4,000 business buyers worldwide.

Businesses need to start asking themselves, ‘why am I buying this technology, why am I collecting this data, and what am I giving my customers in return?’. By shifting the focus from tech hype curves and shiny new tools to ‘what does my customer want?’, marketers can take a more strategic approach to how they use technology. 

If the next marketing tool you consider doesn’t help personalise the customer experience, ensuring it’s consistent across channels and devices, and give the consumer value that differentiates the brand, then step away. 

With 84% of customers saying the experience a company provides is as important as its products and services, businesses need to move away from being process-centric and become customer-centric. 

Understand the critical value exchange

Focusing more on the customer is even more applicable as we enter further into the ‘trust crisis’. 

When the General Data Protection Regulation (GDPR) was introduced in May 2018, marketers’ most common fear was their decreased ability to target consumers. And while data protection should be a priority for businesses – Deloitte’s 2019 Privacy Index revealed 73% of consumers choose brands they trust the most with their personal information – marketers need to work harder to provide customers with data transparency.

“Just because a consumer said yes for this engagement, doesn’t mean they’re going to say yes for this second thing. Being able to engage on that is important,”  Salesforce’s Chief Marketing Officer Stephanie Buscemi told CMO during Dreamforce 2019

Giving power to the customer is crucial to building trust – 92% of customers are more likely to trust businesses with their data when they’re given control over what’s collected about them. Think of it this way, if you’re asking your customer to provide a phone number you need to give them a reason why. If it’s to provide exclusive offers via SMS, let them know and give them the option to opt-in or out. 

As the State of the Connected Customer revealed 79% of customers are happy to share data, but, in return, they want to get a contextualised experience back. In short, a critical value exchange needs to occur.

Streamline the MarTech stack

It’s clear that today’s marketers must simultaneously provide seamless customer experience and protect customer data and privacy. 

To do this marketers need to have the right tools. From AI to analytics, CDPs to DMPs, social media to email marketing, the MarTech list could go on. So it’s no surprise the sheer scale of what’s on offer can leave marketers feeling overwhelmed. 

Salesforce has been working on an answer to simplify this process with the latest iteration of the Customer 360 Platform

It allows marketers to authenticate and govern customer data and seamlessly deliver trusted and personalised experiences across customer touchpoints. With all customer data in one place, something that previously would have taken five steps and multiple tools can now take one. 

Turning that complex process of delivering clear and personalised brand messaging back to a simple one. 

State of the Connected Customer

Insights from 13,000+ consumers and nearly 4,000 business buyers worldwide.

Chris Jordan

Chris Jordan or ‘Jordy’ as he is otherwise known, heads up the Data and Identity team across ASEAN. His role consists of consulting with key strategic customers around the use of data and technology, specifically in the context of digital marketing. Chris has been with Salesforce for four years and sees a huge opportunity for customers to; understand more about their consumers through the use of known and unknown data, activate against that data, and deliver growth. With a passion for strategy, all things data, and advertising, Chris is perfectly placed to drive digital transformation and best practice in the new world of AdTech and MarTech convergence. A 10-year stint across the BBDO Advertising Agency Network in New York, London, and Sydney, most recently as Group Account Director has given Chris a great understanding of both the business and marketing strategy of a diverse collection of global businesses and access and influence with key executives in the Marketing and IT space. Chris holds a Degree in Marketing and Management from the University of Newcastle and several industry accolades.

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