{"id":5092,"date":"2015-07-07T17:11:00","date_gmt":"2023-10-18T17:11:12","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=5092"},"modified":"2023-10-18T17:36:03","modified_gmt":"2023-10-18T17:36:03","slug":"age-digital-marketer-insights-trends-predictions","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/age-digital-marketer-insights-trends-predictions\/","title":{"rendered":"The Age of the Digital Marketer: Insights, Trends, and Predictions for the Future from Top Marketers"},"content":{"rendered":"\n

Customers must be at the forefront of every marketing initiative, meeting, and to-do list. We\u2019re truly living in the age of the digital marketer, as we now have the data and technology to make every interaction personal \u2014 and every journey unique.<\/p>\n

At this year\u2019s Salesforce Connections<\/a> in New York City, I was honored to lead a panel of three brilliant marketing executives: Gary Briggs, CMO for Facebook; Katie Bisbee, CMO for DonorsChoose.org; and John Osborn, President & CEO for BBDO NY.<\/p>\n

Each of these leaders spoke candidly about their vision for the future of marketing and how they\u2019re connecting to customers in new, more personalized ways.<\/p>\n

Here were a few of my top takeaways from our conversation. You can also check out the full video<\/a>.<\/p>\n

1. Customers crave transparency and choice. <\/b>When I asked Katie what the customer journey looks like for their donors, she told me that donors look for two things at every stage of their journey: transparency and choice. As DonorsChoose.org<\/a> seeks to provide the best philanthropic experience available, they let donors select the individual projects that speak to them.<\/p>\n

Even for businesses that aren\u2019t nonprofits, I think every customer wants to feel that their choices are honored, and everyone wants transparency into where their dollars are going. It\u2019s about authenticity \u2014 and truly coming to understand and know your customers.<\/p>\n

2. Personalize in a way that\u2019s welcomed. <\/b>Personalization is one of today\u2019s most critical marketing tools. Facebook has played a key role in the personalization revolution with its custom audiences and precise ad targeting.<\/p>\n

As Facebook\u2019s CMO, Gary explained that Facebook is more focused than ever on delivering relevant ads and experiences to each individual user. Marketers have the data to deliver the right content to the right customers, and customers increasingly expect that level of personalization. The goal now, Gary told me, should be to target \u201cin a way that\u2019s welcomed, and grow that to the benefit of all customers.\u201d<\/p>\n

3. The journey is never over. <\/b>Using data to build experiences is the mandate of every modern marketer. John talked about the head and the heart of marketing: the head being data, and the heart being storytelling. He said, \u201cNow with technology, we can tell stories in vastly different ways: long form, short form, everything in between.\u201d<\/p>\n

Thanks to technology, we can reach people when they want to be reached, on channels they prefer. Of course, that means marketers must constantly earn customers\u2019 respect and the right to contact them. Earning and retaining customers is a constant responsibility.<\/p>\n

4. Virtual reality is on the horizon.<\/b> I asked Gary about emerging trends he believes will become more critical to marketing strategy in the coming months and years. He mentioned Facebook\u2019s acquisition of Oculus Rift and predicted that we\u2019ll see broad-scale adoption of virtual reality in the next three to five years.<\/p>\n

\u201cIt will start with gaming, but move very quickly to merchandising,\u201d Gary said. I loved the example he shared where one retail store created a virtual shopping experience that looks and feels like a real store. I\u2019m looking forward to seeing more innovation from marketers in the virtual reality space. Is virtual reality on your marketing team\u2019s radar?<\/p>\n

5. Video: the trend that’s only growing.<\/b> John shared that his top emerging marketing trend continues to be video. Although video isn\u2019t a new channel like virtual reality, the way we\u2019re sharing and telling stories with video definitely is new. I\u2019m thinking of the newfound popularity of Meerkat and Periscope, especially, as examples.<\/p>\n

John said the way video integrates into platforms like Facebook is truly instrumental in changing the way BBDO NY tells stories on behalf of its clients. Because videos play automatically in Facebook\u2019s News Feed, but without sound, BBDO\u2019s clients strive to make the first few seconds of a video so engaging that customers can\u2019t help but turn on the sound.<\/p>\n

6. Email scales. <\/b>I asked for Katie\u2019s thoughts on the idea that email is dead, or less significant to customers these days. She explained that email is still the number-one driver of revenue for DonorsChoose.org, accounting for more than 50 percent of donations this year. Social, by comparison, will drive about 10 percent.<\/p>\n

Katie said email is still alive and well for her organization because it \u201callows us to tell a story, which is so critical in our business . . . Email allows us to personalize our asks to individual people.\u201d I agree with her, and I\u2019m seeing marketers use email as a fully scalable channel that can grow in personalization and journey tracks as your marketing strategy grows.<\/p>\n

7. Innovate around the customer.<\/b> At last year\u2019s Connections, I spoke with Beth Comstock of GE, about the importance of innovation<\/a>. Innovation was a recurring theme in today\u2019s discussion, too, and John stressed how every innovation should be centered on the customer.<\/p>\n

Just like marketers shouldn\u2019t aim for creativity for creativity\u2019s sake, innovation for innovation\u2019s sake isn\u2019t the point. \u201cThat service-oriented model has taken hold. If you look across the swath of clients we serve, I can tell you how they serve their customers or greater community or society at large,\u201d John said. I loved the focus from every member of our panel on service as a key part of the customer experience.<\/p>\n

At the end of our discussion, I asked each leader to summarize his or her top priority for the rest of the year in one word. Briggs answered \u201cusefulness,\u201d Bisbee said \u201ccommunities,\u201d and Osborn chose \u201cserve.\u201d I think these three powerful words can describe Connections: a community of marketers seeking to be useful and of service to their customers.<\/p>\n

Lynn Vojvodich is Executive Vice President and Chief Marketing Officer at Salesforce.<\/i><\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

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