SAN FRANCISCO — Customer experience is the new marketing.
That’s the impression you walk away with after digesting all of the new marketing technology content and companies that are in this growing space.
With the fog clearing from the recent MarTech technology conference, this is the lens you and your company probably want to use to observe the 3,500 plus companies and dizzying number of tools they offer to make sense of all the data available about current and potential customers.
Parts of the Body, Working Together
Scott Brinker, the chair of the conference and founder of ChiefMarTech, indicated during his initial talk that marketing technologists see an explosion in software options because there’s just so much data points to draw from.
Every email opened, in‐store transaction or mobile site hit generates valuable data. The job is to pull all of that together to craft a narrative about your customer base.
Nearly every click, touch on a smartphone screen, or entry into a physical storefront can say something about customer habits.
“We’re really trying to connect many different open networks, and I believe that this will be very valuable,” he said.
That’s because marketing has become less about reaching out to new customers and more about crafting a good experience for the ones you have.
Plus “customer” itself is a squishy term, as those who get your email newsletter or text alerts may not have bought something from you yet, but they may very much be in your target audience.
The ever‐expanding software stack to track all these transactions and build out micro moments caught the attention of media strategist Jaxson Khan with Influitive.
His company built a graphic that represented how the different parts of a company’s set of software need to attack many different parts of an overall strategy.
“We thought this was a good representation of what this looks like, and went with a body analogy to describe how all of these different parts of the stack are for differing needs,” he said.
Another piece of this focus on the customer was in another concept that we heard a lot about this week and in follow‐up conversations with many of those in the industry: agile marketing.
The concept is that small teams, a flexible timeline and frequent collaboration with other teams should help craft a more effective marketing strategy.
Customers are humans, so on an individual basis their actions don’t always line up with rigid marketing plans or match all the data points that you’ve gathered.