Jeff Rohrs, Vice President of Marketing Insights at Salesforce Marketing Cloud, discussed the marketing cloud and how it can help an organization take a “customer-centric approach” to marketing during his presentation at the 2015 Chief Marketing Officer Leadership Forum in Atlanta on May 28. In his presentation, Rohrs noted that organizations can create moments for customers that make it easier to keep consumers interested in their offerings.
According to Rohrs, audience is a goal and objective in marketing. Understanding an audience is vital for marketers, Rohrs said, and those who leverage all of the tools at their disposal can deliver engaging experiences to audience members consistently. In addition, he pointed out that text messaging is one of several tools that marketers can use to engage their target audiences: “Why text messaging? Because 100% of the people coming through the door has the phone that has text messaging; not everybody has a smartphone. It is a very simple way that they can on and turn off during a stay. They’re optimizing the moment and getting folks active.”
Optimizing every step of the customer journey can have far-flung effects on an organization and its consumers, Rohrs said. An organization that establishes marketing goals throughout this journey, Rohrs said, can stay on track and ensure its clients get the support they deserve at all times: “[The customer] journey is comprised of moments. It is our job to make sure our teams are using the moment makers in order to do these three things, so we have the outcomes that we want. So with that, I wish you luck in having moments that make the journey.”