From a phone call to a YouTube video, today's customers are interacting with businesses in more than one way. But though the means may vary, the experience should still be same.
Salesforce's Adrian Rosenkranz and Greg Tarantino shared at Dreamforce 2018 the three hot marketing trends that small and medium-size businesses should be watching.
1. The responsibilities of the marketing team are shifting.
The focus of the marketing team should be on the customer journey, from the customer's introduction to a business to the time the customer makes her or his first purchase—and beyond. Traditionally, marketing teams delegated responsibilities by channels, such as the person who crafted email marketing campaigns. That sort of division of labor doesn't work anymore, said Adrian Rosenkranz, chief operating officer of Salesforce Essentials. More collaboration is needed.
2. Technology will allow you to optimize your top performing channels.
One of the challenges for any business is the explosion of data. There are more channels than ever before to reach customers, from Twitter to Pinterest, with budgets targeting channels that didn't exist five years ago. But one of the mistakes that some marketers make is that they broadcast the same message across all their channels. Instead, businesses should take the opportunity to test tailored messages for each channel, measuring their return on investment to see what works best.
The spray and pray model no longer works," Rosenkranz said. “People expect more.
—Adrian Rosenkranz, Salesforce
3. AI (Artificial Intelligence) is transforming personalization.
For small and medium-size businesses, AI can potentially help them become more efficient and personalize their interaction with customers. For instance, AI can help prioritize and predict the best sales leads to follow, or help develop and deliver the right message to send to customers over the right channel, such as creating an email that customers are more likely to open.
How can a small or medium-size business get started with AI? A business must define its AI strategy, aligning it across departments and allocating time, money and resources to focus on AI and prioritize it. Over time, businesses should see results and be able to point to case studies to show the impact of AI. Remember, Rosenkranz said, “It is a marathon, not a sprint."
Photo: Getty Images