Mathew Sweezey, Director of Marketing Insights, Salesforce, examined the future of marketing as well as new channels that marketers can use to connect with their target audiences during a Thought Leadership Spotlight to Argyle's CMO membership at the 2015 Leadership in Digital Marketing Forum in Boston on Dec. 3. In his presentation, "Succeeding in the Infinite Future," Sweezey explored the idea of "limitless" marketing channels.
According to Sweezey, ubiquitous media represents the future of marketing. Consumers are the largest creators of content, Sweezey said, and having the ability to connect with them via mobile devices is key. Avoiding volatility also is important, Sweezey noted, and being able to enjoy a consistent rise in the eye of their customers crucial for organizations. And if a customer suffers even a single bad experience, Sweezey said an organization risks alienating this consumer for an extended period of time: "If we have a bad experience, it costs a lot. Here’s what you need to realize. There are so many other products and other options that people can go to now. The switching economy is 1.7 trillion. That makes just moving from one product to another the tenth largest economy in the world."
In addition, Sweezey pointed out marketers are responsible for more than just the customer experience. He noted every customer touch point will end up online, Sweezey said, and today's marketers must find ways to bolster customer satisfaction to build successful brands: "You as a marketer cannot be responsible for brand alone. It is an entire organization because every touch point that everyone has will end up online. That is experienced and then that is the brand that is created. ... That is a system."