10 Signs We’re in the Age of the Customer — And What That Means for Marketers
By Heike Young
Thanks to unprecedented technology, everyone and everything is connected. Every marketer has the opportunity to craft 1-to-1 journeys for customers.
Being a great marketer today is very different than it was five or fifteen years ago. How can you be a successful marketer in this always-on, constantly changing ecosystem?
At Connections, Salesforce Marketing Cloud CEO Scott McCorkle and Chief Product Officer Bryan Wade unveiled incredible new technology in their keynotes. Get the brand new e-book of Scott and Bryan’s keynotes to see why we’re in the age of the customer, along with creative examples of companies doing it right.
Here are ten signs from the Salesforce for Marketers e-book that we’re in the age of the customer — and what each one means for marketers.
1. Unthinkable and limitless computing power is instantly available at our — and our customers’ — fingertips.
What it means for marketers: In digital marketing, there are no haves and have-nots. Marketers all share the same ability to connect with customers, despite company age, industry, and product offerings. Technology has leveled the playing field so that every company can create unforgettable experiences.
2. Smartphones are indispensable. Mobile is the single tech platform that unifies humanity all around the world.
What it means for marketers: A 1-to-1 journey incorporates every possible means of reaching customers: online, offline, apps, the web browser, ads, and beyond. Many of these touchpoints are now experienced on mobile. No matter which new technology takes shape, marketers must connect with individuals and know them on every device.
3. Social networks have created unique online gathering places where ideas and information flow instantly.
What it means for marketers: Customers want to connect to other customers and form communities around their shared ideas and interests. It’s up to marketers to bring all these connections together.
4. Data science and analytics help us look forward into the future and learn from the past.
What it means for marketers: The old adage “Half of my marketing budget is wasted; I just don’t know what half” is irrelevant. For every marketing question, the data is out there. Marketers must know where to look, and commit to optimizing regularly.
5. Everything is connected, with trillions of connected devices from vehicles to refrigerators, in the Internet of Things.
What it means for marketers: Touchpoints can no longer be disconnected and ill-crafted. They must be designed for customer success. If even your customers’ thermostats are personalizing interactions and offering fully digital service, are you?
6. Today’s always-connected customers don’t care if it’s a sales, service, or marketing interaction. They just want their needs to be met in a consistent way.
What it means for marketers: In the age of the customer, teams and departments must work together to meet customers’ needs on their terms. It won’t work to point the finger at another team for not managing this or that interaction properly.
7. As the owners of our brands, marketers have an unbelievable opportunity to lead this transformation.
What it means for marketers: Brands are the sum of all customer interactions. For the first time, marketers are perfectly poised to create a cohesive and customer-focused brand.
8. The holy grail of personalization is here.
What it means for marketers: Whether it’s personalized display ads, email subject lines, or even direct mail, personalization is one of the best ways to gain attention and show a customer you care. And now, we can actually engage customers with the type of personalization we’ve been talking about for years.
9. Marketing works best when it’s connected with everything else a customer does.
What it means for marketers: Your sales, service, and marketing data must be connected so that you know each person in different contexts. Marketing must become part of the holistic customer experience instead of a disconnected blip in the radar.
10. Increasingly, CMOs and CEOs alike are saying, “It’s time.”
What it means for marketers: It’s time to create consistent customer interactions across digital and physical spaces. Whereas this was previously a marketer’s pipe dream, it’s now possible.
Want to know more about how the best organizations are reaching across the aisle to achieve marketing success in the age of the customer? Download the e-book Salesforce for Marketers: Welcome to the Age of the Customer now.
Originally published at www.salesforce.com.