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T h e F u t u r e o f
2016
R o l e s - T r e n d s
“What is the biggest
problem marketers
face?”
In 2015 we asked 5000 B2B and B2C marketers a big
question:
Q
A“How to keep up
with trends to drive
more higher quality
leads”
They said:
This presentation was created to help be a guide
to the biggest changes we are likely to see in
buyers in 2016, and the trends you need to keep
up. My goal is not to give you all the answers in
this presentation, but rather help you see the
major trends you need to be aware of and inspire
you to take action. Feel free to reach out to me
on Twitter @msweezey to continue the
conversation.
Mathew Sweezey,
Principal of Marketing Insights Salesforce
This presentation is compliments of.
S e l f D i s c o v e r y &
2016
T h e h i g h e s t f o r m o f v a l u e
1960:
There were only
5 forms of media
in our “Golden
Age”
These are the only five marketing channels available in 1960 to
marketers. This limited set dictates the type of campaigns which
can be run, and how they were run.
BRANDING
Display the values of the brand through
the interactions we controlled. This
created the “Golden Era” of marketing
from 1959-1972.
Powerful
Moments
There is more computing power used
to do a single Google search than all
existing NASA computers combined
in 1969. Which they used to land a
man on the moon.
	
  
-­‐Michio	
  Kaku’s:	
  Physics	
  of	
  the	
  Future	
  	
  
Consumers are in front of a screen over
12 hours each and every day. 	
  
- National Institute of Health: Study from 2014
Heuristic
Behaviors
heu·ris·tic: Enabling a person to
discover or learn something for
themselves.
A consumer can determine if
there is value in a web experience
with in 1/20 of a second. If it is
not valuable then they leave. On
average a person only stays on 1.7
pages of a website Nobody taught
consumers how to search, how to
use email, or use Facebook. They
learned on their own.
- Cliff Seal 2015
	
  
“A” or “b”How do you manage your email
in box?
We Disqualify
before we
Qualify
The massive amount of data coming to us in our email in boxes
has trained us to first delete what is not relevant so we can have
an easier time managing what we really need to be working on.
This is a Heuristic behavior, because nobody taught you how to
do this. You just learned on your own.
“A” or “b”How do you download content?
We batch
research
Based on how easy it is to find and consume content we now
naturally do it in large batches. Once again this is a learned
behavior and something which is a new buyer behavior. If we
can understand this we can now start to optimize for greater
content conversions when someone is on our site.
Infinite
Noise
Yankelovich, a market research
firm, estimates a consumer sees
5000 ads per day. This doesn’t
even count social media content.
By 2020 there will be 7 connected devices
for every person on earth. Each device can
create, and filter the noise. We can not reach
consumers with mass media if it is filtered
by algorithms on devices. 	
  
- Gartner Research 2015
18% of US consumers
use ad blocking
software. It is also
estimated this number
will double in 2016.
There are 185 million
global users of ad
blocking technology.
Ad
Blocking
- Pagefair and Adobe, 2015
Path
To
Purpose
There is no longer a path to
purchase, but a Path to Purpose.
Buyers paths are constant strings of
moments intertwined together
equaling an experience, fulfilling a
buyers purpose. What are your
buyers purpose for engaging with
you?
- Google Think, Path to Purpose
	
  
Self
Discovery
Is the highest form of value
the internet provides. Mass
publication is the lowest
form of value it provides.
- David Weinberger
	
  
Active
Discovery
Discovery is extremely powerful
for marketers to understand
because it allows us to fulfill a
desired purpose of the consumer.
Consider how much we like to
discover. The top 7 websites in
the world are all places for
consumers to actively discovery
things.
	
  
-Alexa research 2015 	
  
Top 7 Site are:
1.  Google
2.  Facebook
3.  Youtube
4.  Baidu
5.  Yahoo
6.  Amazon
7.  Wikipedia
Passive
Discovery
Passive discovery is the secondary
action of search. It is the reason we
“Surf” in the first place. We are
passively seeking an experience, and
trust the things we find on our own.
Discovering something new is our
purpose.
	
  
Self Discovery = Trust
The modern consumers build
trust in a new way. They have
found the value of the instant
access of the internet and placed
a high value on self discovery.
They even block your ads! Learn
how to help aid in their
discovery and you will gain their
trust.
T h e F u t u r e o f
2016
R o l e s a n d R e s p o n s i b i l i t i e s
“
“
We need to step back to our
roots and become digital
anthropologist, and digital
psychologist.
-Matt Lawson, Director of Performance
Marketing Google
Customer Advocacy
The switching economy is estimated at $1.7 Trillion dollars.
Making it the 10th largest economy in the world, and
making churn a major issue we must face.
Marketers need to show objective value on holistic
marketing efforts and their impact to the happiness of the
consumer. This is not best represented by “Share of Wallet”
because this puts the impatience on increasing customer
spend. CSTAT scores rather place the focus on customer
happiness.
•  B2C: CSAT score
•  B2B: NPS metric
The Economist (Intelligence Unit) found
1/3 of current customers stop doing
business with a company after a data
breech. Retargeting ads shown after the
product has been purchased are 4x more
likely to discourage further purchase.
- INSKIN MEDIA, 2014
Privacy
Is Our
Role
Trust
Trust = Security x Value x Privacy
A consumer will only interact with a brand they trust. We
must understand trust is now built in new ways. Every ad
we serve is a exercise in trust, privacy, and value. If we
forget this we stand to lose the consumers trust, and
business. If we abuse customer privacy we lose their
trust.
- John Salloum, Data Marketing 2015 Summit	
  
Corporate
Mindset
We must be able to build bridges between all
departments to ensure a holist corporate
mindset. Mindset is the only proactive way to
protect your brand, and provide customers
with the best experience. In companies like
AT&T this role also is
being given a new name:
Customer Experience
Executive. 	
  
Lifecycle
Management
The lifecycle begins with the very first
touch, and never stops. However, with
in each lifecycle there are many sub
cycles. It is the CMO’s role to ensure
they all fit together seamlessly to
optimize the relationship. The sub cycles
may be managed by different tools,
people, or organizations, but should be
orchestrated by the CMO.
Leaders
Vs
Laggards
Companies who excel at
customer experience out
performance the S&P
index by 30%, and
customer experience
laggards by 65%. It must
be looked at as a product
you produce.
-Watermark Consulting
T h e n e w m o d e l
2016
A c t i o n B r a n d i n g
“What you call love
was invented by guys
like me … to sell
nylons.”
-Don Draper, Adman
Mass
BrandingWe used to dream about creating
amazing commercials, and beautiful
brand imaging, however this is
what happens now if that’s what we
focus on, and forget mindset.
“SHIP MY PANTS”
Consumer
Reviews
Upon seeing the “Ship my
pants” commercial I did a
Google search to find the
local store. What I found
was an average review of
2.9 out of 5. This created a
negative impression directly
following the commercial.
	
  
Net
Positive
Experience
I then decided to go to the brand
website, and it was broken. This
created a “NET NEGATIVE”
effect and the only way to win me
back is to spend more money on
another fancy advertising
campaign.
	
  
It takes
- “Understanding Customers” by Ruby Newell-Legner
Positive experiences
to make up for one
unresolved bad
experience.
Action
Branding
Shared Action + Shared Values = Shared Profit
First proposed by Cindy Gallop
and put into action by Levi,
Action Branding proposes a new
idea of how brands build
connections with consumers.
-Cindy Gallop in her NYC apartment
The Future of Marketing 2016: New Roles, and Trends
http://www.15104.cc/
The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends
Shared
Value
Get back to work.
Both Levi and
Braddock had the
same goal.
Shared
Action
Levi hired the towns
people to be in their ads,
and gave $1 million to
rebuild the city, and
created an ad campaign for
the city.
Shared
Profit
They both shared in
the profit. Braddock
got back to work, and
Levi showed their
honest brand.
+ =
T h e F u t u r e o f
2016
T h e N e w M i d d l e
Forrester Research estimates
for every 100 leads a B2B
company generates, best in
class only convert 1.5 into
revenue. Average companies
only convert .7 into revenue.
eMarketer estimates
digital ad spend will
increase by 62% over
the next three years
reaching over $80
billion dollars in spend
per year.
Forester Research
estimates the role of
the B2B sales person is
completely extinct by
they year 2020.
B2B
Salespeople
Mediated
Persons
On average a person has 7.4 social
channels, and will be very hard to
reach on those channels due to
increased competition from their
friends, digital ad budgets, and ad
blocking software. Mediated
relationships require “Frequent and
phatic gestures” to build and
maintain mediated relationships
and so our marketing must evolve
as well. Larry D. Rosen (editor), The Wiley Handbook of
Psychology, Technology and Society
Traditional
Marketing
Digital Rapport building,
lead generation
Sales
Acquisition
20% 20%
The Rise of the New Middle 	
  
60%
Creating, building, and managing relationships across social media will require
frequent small and phatic gestures. These actions can not be created by
advertisements, or automations. They must be managed and executed by
humans creating a new role for marketers, “The New Middle”. 	
  
Micro
Actions
Small phatic gestures called “Micro Actions” will be used
by the new middle. These are likes, comments, shares, re-
shares, etc. They are able to reliably break through the
infinite noise because they are warranted, wanted, and
valued by consumers and can not be blocked by ad-
blockers.
T h e f u t u r e o f
2016
M o b i l e M o m e n t s
Micro
Moments
– Google Think, Micro Moments 	
  
Micro-moments are critical touch points
within today’s consumer journey, and when
added together, they ultimately determine
how that journey ends. There are 3 critical
aspects of micro-moments for mobile
shoppers.
(1)Be
There
– Google Think, Micro Moments 	
  
90% of smartphone users are not
absolutely certain of the
specific brand they want to buy
when they begin looking for
information online.
(2)Be
Useful
73% of consumers say that regularly
getting useful information from an
advertiser is the most important attribute
when selecting a brand.
– Google Think, Micro Moments 	
  
(3)Be
Quick
70% of consumers
switch apps, or sites
during micro moments
because “it is too slow”.
– Google Think, Micro Moments 	
  
With the amount of experiences we
must create it is impossible to be
contextual to the moment with out
predictive content. DIESEL increased
revenue by 15% with predictive
content.
Predictive Content
T h e N e w S t a c k
2016
S y s t e m o f R e l e v e n c e
“
“-Gartner Research 2014
The CMO will have the largest IT
budget in organizations by 2017.
Journey must be personalized across all
channels, and contextual to the moment.
This means a minimum of the following
connected systems:
•  CRM (system of record)
•  Marketing Automation (system of engagement)
•  Website (owned engagements)
•  Product (increased value)
Connected
Journeys
Marketing Sales
Service
Single Customer
View allows for
contextual
experiences to be
automated on any
connected channel.
Automation Platform (s) CRM
System of relevance
Allows for plug and
play integrations
with other apps who
use data, and add to
data.
Website
Product API
Supports direct integration
into your products and
website for dynamic in
product experiences, and bi
directional data flow.
You	
  must	
  have	
  full	
  behaviorial	
  data	
  on	
  each	
  
interac4on	
  across	
  your	
  owned	
  channels.	
  This	
  
data	
  will	
  tell	
  you	
  which	
  content	
  to	
  show,	
  and	
  
which	
  moment	
  the	
  person	
  is	
  looking	
  for.	
  	
  
	
  
Behavioral Data
Psychographic	
  data	
  must	
  be	
  leveraged	
  when	
  
placing	
  adver4sing	
  across	
  any	
  media	
  channel.	
  
This	
  is	
  the	
  new	
  way	
  of	
  targe4ng	
  your	
  
adver4sements,	
  and	
  it	
  is	
  possible	
  to	
  target	
  in	
  real	
  
4me.	
  	
  
	
  
Psychographic Data
Your	
  internal	
  CRM	
  data	
  will	
  need	
  to	
  be	
  
combined	
  with	
  your	
  Behavioral	
  data	
  for	
  
content	
  sugges4ons,	
  and	
  your	
  psychographic	
  
data	
  for	
  beBer	
  segmenta4on	
  and	
  content	
  
targe4ng.	
  	
  
	
  
Internal CRM Data
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  own	
  industry,	
  but	
  rather	
  the	
  best	
  of	
  
those	
  fields.	
  Consumer	
  are	
  now	
  comparing	
  all	
  experiences	
  against	
  each	
  other	
  
rather	
  than	
  against	
  their	
  ver4cal.	
  	
  
	
  
VOLVO
Case Study
Results
§  279,746+ Impressions
§  9,485 Clicks
§  27 Direct Sales Qualified Leads
§  $2,065.71 Cost ($76.50 / SQL)
Location – Living In
Canada, United States
Age
23 and older
Interests
Construction equipment brands
competitive to Volvo Construction
Equipment
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  own	
  industry,	
  but	
  rather	
  the	
  best	
  of	
  
those	
  fields.	
  Consumer	
  are	
  now	
  comparing	
  all	
  experiences	
  against	
  each	
  other	
  
rather	
  than	
  against	
  their	
  ver4cal.	
  	
  
	
  
VOLVO
Case Study
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  own	
  industry,	
  but	
  rather	
  the	
  best	
  of	
  
those	
  fields.	
  Consumer	
  are	
  now	
  comparing	
  all	
  experiences	
  against	
  each	
  other	
  
rather	
  than	
  against	
  their	
  ver4cal.	
  	
  
	
  
VOLVO
Case Study
Volvo Construction Equipment’s digital
marketing solution helps dealers to sell
$100 million dollars worth of new and
used equipment each year.
Systems
Architect
Due to the increase in technology marketing will be
responsible for connecting the systems to create
seamless experiences. This will create the need for a
new in marketing departments. Systems architect’s
will be familiar with all systems, and know how to
connect, and collect data to execute contextual cross
channel experiences.
Conclusion( & p r e d i c t i o n )
The future of marketing is vastly different because buyers are different, and the ways
we reach them are different. We must make strides to create scalable, sustainable, and
valuable marketing systems. The future belongs to those who understand what is
possible, why, and use modern media to build trusted relationships and valued
experiences. Advertising alone will not get us there!
Thank You
Mathew	
  Sweezey	
  
Principal	
  of	
  Marke4ng	
  Insights,	
  Salesforce	
  	
  	
  
msweezey@salesforce.com	
  
@msweezey	
  
	
  	
  

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The Future of Marketing 2016: New Roles, and Trends

  • 1. T h e F u t u r e o f 2016 R o l e s - T r e n d s
  • 2. “What is the biggest problem marketers face?” In 2015 we asked 5000 B2B and B2C marketers a big question: Q
  • 3. A“How to keep up with trends to drive more higher quality leads” They said:
  • 4. This presentation was created to help be a guide to the biggest changes we are likely to see in buyers in 2016, and the trends you need to keep up. My goal is not to give you all the answers in this presentation, but rather help you see the major trends you need to be aware of and inspire you to take action. Feel free to reach out to me on Twitter @msweezey to continue the conversation. Mathew Sweezey, Principal of Marketing Insights Salesforce This presentation is compliments of.
  • 5. S e l f D i s c o v e r y & 2016 T h e h i g h e s t f o r m o f v a l u e
  • 6. 1960: There were only 5 forms of media in our “Golden Age”
  • 7. These are the only five marketing channels available in 1960 to marketers. This limited set dictates the type of campaigns which can be run, and how they were run.
  • 8. BRANDING Display the values of the brand through the interactions we controlled. This created the “Golden Era” of marketing from 1959-1972.
  • 9. Powerful Moments There is more computing power used to do a single Google search than all existing NASA computers combined in 1969. Which they used to land a man on the moon.   -­‐Michio  Kaku’s:  Physics  of  the  Future     Consumers are in front of a screen over 12 hours each and every day.   - National Institute of Health: Study from 2014
  • 10. Heuristic Behaviors heu·ris·tic: Enabling a person to discover or learn something for themselves. A consumer can determine if there is value in a web experience with in 1/20 of a second. If it is not valuable then they leave. On average a person only stays on 1.7 pages of a website Nobody taught consumers how to search, how to use email, or use Facebook. They learned on their own. - Cliff Seal 2015  
  • 11. “A” or “b”How do you manage your email in box?
  • 12. We Disqualify before we Qualify The massive amount of data coming to us in our email in boxes has trained us to first delete what is not relevant so we can have an easier time managing what we really need to be working on. This is a Heuristic behavior, because nobody taught you how to do this. You just learned on your own.
  • 13. “A” or “b”How do you download content?
  • 14. We batch research Based on how easy it is to find and consume content we now naturally do it in large batches. Once again this is a learned behavior and something which is a new buyer behavior. If we can understand this we can now start to optimize for greater content conversions when someone is on our site.
  • 15. Infinite Noise Yankelovich, a market research firm, estimates a consumer sees 5000 ads per day. This doesn’t even count social media content. By 2020 there will be 7 connected devices for every person on earth. Each device can create, and filter the noise. We can not reach consumers with mass media if it is filtered by algorithms on devices.   - Gartner Research 2015
  • 16. 18% of US consumers use ad blocking software. It is also estimated this number will double in 2016. There are 185 million global users of ad blocking technology. Ad Blocking - Pagefair and Adobe, 2015
  • 17. Path To Purpose There is no longer a path to purchase, but a Path to Purpose. Buyers paths are constant strings of moments intertwined together equaling an experience, fulfilling a buyers purpose. What are your buyers purpose for engaging with you? - Google Think, Path to Purpose  
  • 18. Self Discovery Is the highest form of value the internet provides. Mass publication is the lowest form of value it provides. - David Weinberger  
  • 19. Active Discovery Discovery is extremely powerful for marketers to understand because it allows us to fulfill a desired purpose of the consumer. Consider how much we like to discover. The top 7 websites in the world are all places for consumers to actively discovery things.   -Alexa research 2015   Top 7 Site are: 1.  Google 2.  Facebook 3.  Youtube 4.  Baidu 5.  Yahoo 6.  Amazon 7.  Wikipedia
  • 20. Passive Discovery Passive discovery is the secondary action of search. It is the reason we “Surf” in the first place. We are passively seeking an experience, and trust the things we find on our own. Discovering something new is our purpose.  
  • 21. Self Discovery = Trust The modern consumers build trust in a new way. They have found the value of the instant access of the internet and placed a high value on self discovery. They even block your ads! Learn how to help aid in their discovery and you will gain their trust.
  • 22. T h e F u t u r e o f 2016 R o l e s a n d R e s p o n s i b i l i t i e s
  • 23. “ “ We need to step back to our roots and become digital anthropologist, and digital psychologist. -Matt Lawson, Director of Performance Marketing Google
  • 24. Customer Advocacy The switching economy is estimated at $1.7 Trillion dollars. Making it the 10th largest economy in the world, and making churn a major issue we must face. Marketers need to show objective value on holistic marketing efforts and their impact to the happiness of the consumer. This is not best represented by “Share of Wallet” because this puts the impatience on increasing customer spend. CSTAT scores rather place the focus on customer happiness. •  B2C: CSAT score •  B2B: NPS metric
  • 25. The Economist (Intelligence Unit) found 1/3 of current customers stop doing business with a company after a data breech. Retargeting ads shown after the product has been purchased are 4x more likely to discourage further purchase. - INSKIN MEDIA, 2014 Privacy Is Our Role
  • 26. Trust Trust = Security x Value x Privacy A consumer will only interact with a brand they trust. We must understand trust is now built in new ways. Every ad we serve is a exercise in trust, privacy, and value. If we forget this we stand to lose the consumers trust, and business. If we abuse customer privacy we lose their trust. - John Salloum, Data Marketing 2015 Summit  
  • 27. Corporate Mindset We must be able to build bridges between all departments to ensure a holist corporate mindset. Mindset is the only proactive way to protect your brand, and provide customers with the best experience. In companies like AT&T this role also is being given a new name: Customer Experience Executive.  
  • 28. Lifecycle Management The lifecycle begins with the very first touch, and never stops. However, with in each lifecycle there are many sub cycles. It is the CMO’s role to ensure they all fit together seamlessly to optimize the relationship. The sub cycles may be managed by different tools, people, or organizations, but should be orchestrated by the CMO.
  • 29. Leaders Vs Laggards Companies who excel at customer experience out performance the S&P index by 30%, and customer experience laggards by 65%. It must be looked at as a product you produce. -Watermark Consulting
  • 30. T h e n e w m o d e l 2016 A c t i o n B r a n d i n g
  • 31. “What you call love was invented by guys like me … to sell nylons.” -Don Draper, Adman
  • 32. Mass BrandingWe used to dream about creating amazing commercials, and beautiful brand imaging, however this is what happens now if that’s what we focus on, and forget mindset.
  • 33. “SHIP MY PANTS” Consumer Reviews Upon seeing the “Ship my pants” commercial I did a Google search to find the local store. What I found was an average review of 2.9 out of 5. This created a negative impression directly following the commercial.  
  • 34. Net Positive Experience I then decided to go to the brand website, and it was broken. This created a “NET NEGATIVE” effect and the only way to win me back is to spend more money on another fancy advertising campaign.  
  • 35. It takes - “Understanding Customers” by Ruby Newell-Legner Positive experiences to make up for one unresolved bad experience.
  • 36. Action Branding Shared Action + Shared Values = Shared Profit First proposed by Cindy Gallop and put into action by Levi, Action Branding proposes a new idea of how brands build connections with consumers. -Cindy Gallop in her NYC apartment
  • 41. Shared Value Get back to work. Both Levi and Braddock had the same goal. Shared Action Levi hired the towns people to be in their ads, and gave $1 million to rebuild the city, and created an ad campaign for the city. Shared Profit They both shared in the profit. Braddock got back to work, and Levi showed their honest brand. + =
  • 42. T h e F u t u r e o f 2016 T h e N e w M i d d l e
  • 43. Forrester Research estimates for every 100 leads a B2B company generates, best in class only convert 1.5 into revenue. Average companies only convert .7 into revenue.
  • 44. eMarketer estimates digital ad spend will increase by 62% over the next three years reaching over $80 billion dollars in spend per year.
  • 45. Forester Research estimates the role of the B2B sales person is completely extinct by they year 2020. B2B Salespeople
  • 46. Mediated Persons On average a person has 7.4 social channels, and will be very hard to reach on those channels due to increased competition from their friends, digital ad budgets, and ad blocking software. Mediated relationships require “Frequent and phatic gestures” to build and maintain mediated relationships and so our marketing must evolve as well. Larry D. Rosen (editor), The Wiley Handbook of Psychology, Technology and Society
  • 47. Traditional Marketing Digital Rapport building, lead generation Sales Acquisition 20% 20% The Rise of the New Middle   60% Creating, building, and managing relationships across social media will require frequent small and phatic gestures. These actions can not be created by advertisements, or automations. They must be managed and executed by humans creating a new role for marketers, “The New Middle”.  
  • 48. Micro Actions Small phatic gestures called “Micro Actions” will be used by the new middle. These are likes, comments, shares, re- shares, etc. They are able to reliably break through the infinite noise because they are warranted, wanted, and valued by consumers and can not be blocked by ad- blockers.
  • 49. T h e f u t u r e o f 2016 M o b i l e M o m e n t s
  • 50. Micro Moments – Google Think, Micro Moments   Micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends. There are 3 critical aspects of micro-moments for mobile shoppers.
  • 51. (1)Be There – Google Think, Micro Moments   90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online.
  • 52. (2)Be Useful 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand. – Google Think, Micro Moments  
  • 53. (3)Be Quick 70% of consumers switch apps, or sites during micro moments because “it is too slow”. – Google Think, Micro Moments  
  • 54. With the amount of experiences we must create it is impossible to be contextual to the moment with out predictive content. DIESEL increased revenue by 15% with predictive content. Predictive Content
  • 55. T h e N e w S t a c k 2016 S y s t e m o f R e l e v e n c e
  • 56. “ “-Gartner Research 2014 The CMO will have the largest IT budget in organizations by 2017.
  • 57. Journey must be personalized across all channels, and contextual to the moment. This means a minimum of the following connected systems: •  CRM (system of record) •  Marketing Automation (system of engagement) •  Website (owned engagements) •  Product (increased value) Connected Journeys
  • 58. Marketing Sales Service Single Customer View allows for contextual experiences to be automated on any connected channel. Automation Platform (s) CRM System of relevance Allows for plug and play integrations with other apps who use data, and add to data. Website Product API Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow.
  • 59. You  must  have  full  behaviorial  data  on  each   interac4on  across  your  owned  channels.  This   data  will  tell  you  which  content  to  show,  and   which  moment  the  person  is  looking  for.       Behavioral Data Psychographic  data  must  be  leveraged  when   placing  adver4sing  across  any  media  channel.   This  is  the  new  way  of  targe4ng  your   adver4sements,  and  it  is  possible  to  target  in  real   4me.       Psychographic Data Your  internal  CRM  data  will  need  to  be   combined  with  your  Behavioral  data  for   content  sugges4ons,  and  your  psychographic   data  for  beBer  segmenta4on  and  content   targe4ng.       Internal CRM Data
  • 60. You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of   those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other   rather  than  against  their  ver4cal.       VOLVO Case Study Results §  279,746+ Impressions §  9,485 Clicks §  27 Direct Sales Qualified Leads §  $2,065.71 Cost ($76.50 / SQL) Location – Living In Canada, United States Age 23 and older Interests Construction equipment brands competitive to Volvo Construction Equipment
  • 61. You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of   those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other   rather  than  against  their  ver4cal.       VOLVO Case Study
  • 62. You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of   those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other   rather  than  against  their  ver4cal.       VOLVO Case Study Volvo Construction Equipment’s digital marketing solution helps dealers to sell $100 million dollars worth of new and used equipment each year.
  • 63. Systems Architect Due to the increase in technology marketing will be responsible for connecting the systems to create seamless experiences. This will create the need for a new in marketing departments. Systems architect’s will be familiar with all systems, and know how to connect, and collect data to execute contextual cross channel experiences.
  • 64. Conclusion( & p r e d i c t i o n ) The future of marketing is vastly different because buyers are different, and the ways we reach them are different. We must make strides to create scalable, sustainable, and valuable marketing systems. The future belongs to those who understand what is possible, why, and use modern media to build trusted relationships and valued experiences. Advertising alone will not get us there!
  • 65. Thank You Mathew  Sweezey   Principal  of  Marke4ng  Insights,  Salesforce       msweezey@salesforce.com   @msweezey