Kyle Lacy, Director of Global Content & Research at Salesforce Marketing Cloud, described several trends that are affecting consumer behavior worldwide during a Thought Leadership Spotlight Presented by Salesforce Marketing Cloud at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Three Technology Trends Disrupting Consumer Behavior,” Lacy noted consumers demand information instantly, and marketers who understand the data that is available to them can find the best ways to deliver important information to consumers worldwide.
According to Lacy, today’s consumers are part of a “collaborative economy” that is changing the way people are using and experience brands in general. In addition, Lacy pointed out that consumer mobility is becoming increasingly important for organizations. However, Lacy also noted that organizations that focus on ensuring consumers can connect with their brands through multiple channels can improve their customer satisfaction levels: “There’s no such thing as omni-channel … It’s about understanding each channel’s role in the experience.”
Lacy added that cross-functional relationships are key for CMOs and other marketing leaders. Marketers who understand how to manage their respective brands, Lacy said, can build and maintain these relationships: “Your only responsibility for the brand is making sure the experience is the best you can possibly manage for the customer. Your ability to manage that across email, social, mobile, web, in-store, out of store, drones … has to be seamless and has to be great because that is all that you guys have when it comes to your brand and how you’re managing your brand.”