Advice for the CMO from the Gartner Digital Marketing Conference

From Bono to Albert Einstein, big ideas emerged last week at the first-ever Gartner Digital Marketing Conference. (Let’s just say that there is never a dull moment in marketing.) Here are some of the key pieces of advice I collected from the event for all you marketing professionals out there.

Buyers determine the journey.

Keynote speaker and revered professor of psychology and behavioral economics Dan Ariely advises paying attention to choice architecture. Customers choose the path of least resistance. Look for triggers that will reveal anticipated needs before they happen and use them to prime the customer journey

Experiment, take risks, and celebrate your failures.

Graffiti artist and guest keynote speaker Erik Wahl painted a picture of U2 front man Bono, and then scared the audience into thinking they might have to come up on stage to complete a series of tasks. (The lucky risk taker got the Bono painting as a prize.) While Erik toyed a bit with our emotions, the message was clear: rather than becoming paralyzed by fears of the unknown, marketers need to remember that fear is often False Evidence Appearing Real, and start crafting more disruptive strategies to differentiate themselves from the competition.

Set a simplification strategy.

The pace of change in marketing is intense. Get back to the basics. Start with the ‘why?’. Why are you in business? Why are you here for your buyers? Having the ‘why’ will give you a beacon and a reference point for making all subsequent business decisions.

Be agile

Speed and nimbleness matter when it comes to marketing. Real-time marketing will shoot you ahead of your competitors, but to do it well you need to have smooth execution. By employing methods from Agile marketing – running sprints and a daily stand-up with your cross-functional team—you can set a clear trajectory and change course quickly if an opportunity for real-time marketing appears.

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Customer experience is the new battlefield.

Companies like Amazon have set the bar high. How can you now live up to your customer expectations? Know what drives them — don’t guess. Listen to them, engage with them, humanize them. Gartner Analyst Kirsten Newbold-Knipp recommends mystery shopping for your company and your brand. See what your buyers and customers experience first-hand. Do you like what you see? If not, change it.

Develop predictive benchmarks to measure progress. Design every marketing program as an experiment and learn how to weed out bias. Combine data and technology to achieve results.

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Salesforce Announces Connections 2015 - the Digital Marketing Event of the Year

Salesforce Announces Connections 2015 - the Digital Marketing Event of the Year

SAN FRANCISCO, May 14, 2015 /PRNewswire/ -- Salesforce (NYSE: CRM), the Customer Success Platform and world's #1 CRM company, today announced Salesforce Connections 2015, the digital marketing event of the year. Held in conjunction with the Salesforce World Tour in New York, more than 15,000 people are expected to register to attend the three-day event, and hundreds of thousands are expected to join online. Salesforce Connections will take place June 16-18, 2015, at the Jacob K. Javits Center in New York. Register now for the free 3-day Connections pass at www.connections2015.com.

Comments on the News

"New York is the global hub of marketing and advertising, and that's why we're excited to bring our 10th annual Connections conference to the city for the first time," said Scott McCorkle, CEO, Marketing Cloud, Salesforce. "During three days packed with inspirational speakers and more than 100 breakout sessions, the smartest marketers in the world, from companies like Facebook, Kraft Foods, Mattel and Room & Board, will come together to learn from each other. It is the digital marketing event of the year."

Connections: The Digital Marketing Event of the Year

The 10th annual Salesforce Connections brings the digital marketing event of the year to the epicenter of marketing, New York. Connections welcomes the marketing community – brand marketers, agencies, platforms, systems integrators and technology providers – to experience three days of innovation, education, fun and giving back. Connections attendees will learn from the smartest marketers in the world about how they deliver powerful marketing that drives results. In addition, Salesforce will unveil the future of marketing technology, demonstrating how cloud, social, mobile and data science are transforming the way companies connect with their customers, partners, employees and products.

Highlights of the Connections conference include:

Inspirational Discussions: Duke University men's basketball head coach Mike Krzyzewski, Late Night host Seth Meyers, fashion icon Diane von Furstenberg, Michael J. Fox Foundation Co-Founder Debbie Brooks and New York Times' bestselling author Marcus Buckingham will take the stage at Connections to deliver inspiring keynote sessions.

Marketing and Technology Industry Visionaries: Come to Connections to meet the world's best marketers, including Facebook CMO Gary Briggs and BBDO CEO John Osborn. These marketing leaders will join Salesforce Vice Chairman & President Keith Block, Salesforce CMO Lynn Vojvodich and Marketing Cloud CEO Scott McCorkle to discuss the future of marketing, technology and business. In addition, marketing leaders from Mattel, Kraft Foods, Room & Board and many more will share the stage to discuss how they use Salesforce Marketing Cloud to connect with customers in entirely new ways.

More than 100 Breakout Sessions: More than 100 breakout sessions, consisting of hands-on training, customer case study presentations and more will be led by experts including Salesforce employees, customers, partners and developers. Attendees will have the opportunity to dive into the latest product innovations, hear best practices from peers and join sessions tailored to every business size and role. New in 2015 are specific breakout tracks for 1:1 customer journeys, multichannel marketing, email marketing, social marketing, mobile marketing, digital advertising, creativity, inspiration and connecting marketing to sales, service and community.

Expanded Cloud Expo: The Cloud Expo will feature more than 90 partners demonstrating some of today's most cutting-edge enterprise technologies. The Salesforce Customer Success Showcase and Product Showcase will illustrate the amazing ways companies are using Salesforce to connect with customers.

Connections Held in Conjunction with World Tour New York

Connections is being held in conjunction with the Salesforce World Tour New York, which will take place on June 18th and feature a keynote from Salesforce Vice Chairman and President Keith Block and Salesforce CMO Lynn Vojvodich. The event will bring Salesforce experts, partners and customers together to demonstrate how companies of all sizes and industries can leverage the Customer Success Platform to transform the way they sell, service, market, engage, analyze data and develop apps. Future Salesforce World Tour destinations include London, Washington, D.C., Paris and Munich.

Additional Information:

Register now for the free 3-day Connections pass at www.connections2015.com

Register for World Tour New York at at www.salesforce.com/events/worldtour/nyc

Watch the event live at www.salesforce.com/live

Connect with Salesforce

Like Salesforce and Marketing Cloud on Facebook: http://facebook.com/salesforce and http://facebook.com/marketingcloud  

Follow @salesforce, @marketingcloud and #CNX15 on Twitter

Read the Salesforce blog: http://blogs.salesforce.com/

About Salesforce

Salesforce, the Customer Success Platform and world's #1 CRM, empowers companies to connect with their customers in a whole new way. For more information about Salesforce (NYSE: CRM), visit:www.salesforce.com.

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase Salesforce applications should make their purchase decisions based upon features that are currently available. Salesforce has headquarters in San Francisco, with offices in Europe and Asia, and trades on the New York Stock Exchange under the ticker symbol "CRM." For more information please visit http://www.salesforce.com, or call 1-800-NO-SOFTWARE.

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3 Ways to Be a Better Local Search Marketer With the Apple Watch

Wearable tech and smartwatches have been around for a while, but Apple is poised to turn the industry on its head with the release of the Apple Watch. The convenience of using a device on your wrist to do everything from check into your hotel room to search for homes will change behaviors such as communication, exercise, and shopping. This shift in behavior will have huge ramifications on how national marketers target and engage consumers at the local level.

The Apple Watch creates exciting and transformative opportunities for national marketers that compete locally. The potential for hyperlocal marketing increases by leaps and bounds, as does the potential for hypertargeted marketing. But these developments aren’t going to happen overnight, and there are some steps that marketers need to take now in order to get ready for what’s ahead.

1. Get Your Local Search House in Order

It has never been more critical for businesses to invest in local search marketing. As Google recently reported, "near me" searches have exploded in recent years – growing by 34 times since 2011 and nearly doubling in just the last year. It is reasonable to expect that the Apple Watch will encourage more "near me" searches, including voice-activated searches with Siri. Since 80 percent of local searches on mobile phones convert, marketers need to organize their local data now and be visible in those mobile moments where and when consumers are looking for them. Brands and businesses would be wise to invest in automated platforms and enterprise solutions that are designed to provide accurate information to the local search ecosystem. By organizing the name, address, phone, and other pertinent data into a local marketing automation platform, brands will make the information readily available and actionable for Apple Watch users.

2. Capitalize on the Micro Moment

The rise in "near me" searches dovetails nicely with the second opportunity marketers need to start planning for: location-based targeted marketing. The Apple Watch and iBeacon technology provide marketers an additional opportunity to connect with their customers by extending relevant content and experiences to their wrists based on their behavior and location. Forrester Research refers to these simple interactions between a brand and consumer as "micro moments."

Location-based marketing is no longer a passive activity in which the brand makes information available and hopes that consumers will find it. Marketers can now reach out to consumers who opt in to receive content from their favorite brands, an example being a national retailer that lets you create a shopping list on your Apple Watch and shows you where to find your products in the store. Of course, it's important that brands wisely choose the right moments to engage with customers or else risk becoming intrusive. Marketers need to start planning now how they are going to start leveraging these "micro moments" so that they can begin gathering needed data and ultimately start engaging customers.

3. Go Frictionless

Finally, retailers need to jump on the Apple Pay bandwagon (which powers transactions made with the Apple Watch) and be prepared to start accepting other forms of contactless payment technology. Google Wallet made inroads with its app-and-tap tech, and certain credit cards have added a chip that eliminates the need to swipe, but both of these options still require a customer to pull either a phone or card out of a wallet, pocket, or purse. With wearable tech like the Apple Watch that comes with frictionless payment options, customers no longer need to carry cards or fumble around in their pockets to find a payment device; everything they need is already on their phone and wrist. This layer of convenience will encourage customers to start shopping exclusively at stores that accept swiping one's watch as a form of payment. To remain relevant, marketers will need to appeal to swiping consumers.

Are You Ready for Transformation?

The Apple Watch isn’t the only player in wearable tech, but its entry into the field almost ensures that the marketplace is about to get a lot more competitive – leading to a lasting and transformative impact on local search marketing. Marketers can’t afford to take a wait-and-see approach. Instead of perpetually playing catch-up, they need to prepare now to get ahead. By quickly adapting to the next generation of wearable tech, national brands will be ready to take advantage of all the opportunities that the Apple Watch provides to connect with their customers at the local level.

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Cree unveils futuristic LED office fixtures

North Carolina-based manufacturer Cree wants the ugly, utilitarian office lights you spend your work days sitting beneath to look a little less bland, with new LN Series LED fixtures designed for better lighting aesthetics.

The new fixtures are engineered to maximize light output while minimizing glare by distributing the light across thin, acrylic panels angled for optimum directionality. The idea is that optimized fixtures mean more control over where the lights get placed -- and that it'll take fewer fixtures to get the job done.

Cree brands the new engineering inside the fixtures as WaveMax Technology, and claims that it enables better efficacy at lower color temperatures. Traditionally, dialing down from the uncomfortably hot, bluish tones of fluorescent tube lighting has meant sacrificing light output, but the LN Series claims over 100 lumens per watt at midrange, whitish color temperatures of 3,500 and 4,000 K, with a color-rendering score in the nineties.

Cree sees that combination of light quality and efficiency as the key to spurring faster LED adoption in workplaces across the country. It's an approach that's already helped the brand become a dominant force in the lighting aisle with its line of residential LED light bulbs, more than one of which currently sit on our list of best LED bulbs.

The new fixtures are also aimed at advancing Cree's SmartCast lighting control platform, which Cree rolled out in 2014. With sensors for motion and ambient light built into each fixture, the lights are capable of automating in rhythm with daylight or by detecting foot traffic below, which, according to Cree, helps boost energy efficiency even more.

Beyond the specs, Cree's touting the architectural appeal of the lights, which makes sense -- they're certainly better-looking than any office fixture I've ever sat under. Cree claims that WaveMax opens the door for all sorts of innovative new designs, and points to the exterior-minded IG Series of fixtures announced alongside the LN Series as an example. Pitched as the perfect fixture for modern parking garages, the IG Series reflects light across four vertically positioned panels with the same combination of low glare and high efficiency as the LN Series.

Cree isn't alone in the race to modernize public lighting. Rival brands like GE and TCP already produce commercial LED fixtures and LED tube lighting, and Philips recently helped the city of Los Angeles smarten up its street lights. Cree thinks it can play a similar role in urban lighting development, and says the WaveMax tech makes it possible to bring light pollution levels down to a minimum.

There's no final word on pricing for either fixture, though Cree will likely need to be somewhat aggressive in order to meet its goal of spurring adoption. Aesthetics are one thing, but commercial fixtures need to appeal to an office manager's bottom line, too. The efficiency argument can certainly help to temper the initial sticker shock, though its worth noting that high-efficiency LED fixtures have been around for years -- without the sort of wide-scale adoption that Cree is hoping for.

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Microsoft patents mood-sensing tech for the HoloLens augmented-reality headset

Microsoft has patented technology that allows wearers of augmented-reality glasses like its HoloLens to interpret the emotional reactions of the people they’re viewing.

The patent, granted to Microsoft the day before its Build conference kicks off, covers “see-through, head-mounted display and sensing devices” that “detect audible and visual behaviors of a subject in a field of view of the device.”

That, of course, sounds like the HoloLens, an augmented-reality headset Microsoft has shown reporters behind closed doors, and might eventually bring to market. Virtual-reality devices like the Oculus Rift fit over the user’s eyes, enclosing and consuming their field of view. But augmented-reality devices like HoloLens superimpose a head-up display over the real-world objects that a user sees. 

microsoft emotion 2MICROSOFT

How the mood-sensing technology works, according to the patent.

Why this matters: It appears Microsoft believes the hardware must not only “see” but understand what it’s seeing. Because people interact with each other so much, mood interpretation could prove out to be a powerful tool. But will people see the tech as too intrusive and creepy, thus hampering widespread social use? My guess is yes.

How it works

The version of the HoloLens that Microsoft has shown also includes a depth camera, so it can “scan” objects in front of the viewer. The same depth camera is part of the Microsoft Kinect, which can interpret data like a user’s heart rate and skin temperature by closely observing his or her face. Microsoft’s patent suggests scenarios in which the headset itself performs the interpretation, but also works in conjunction with a smartphone or other device.

Here are the five things we expect Microsoft to show at Build this week.

Microsoft’s patent offers a variation that interprets facial gestures (smiles, frowns, narrowed eyes) as indicators of a particular emotional state. Although the real-world examples Microsoft uses to illustrate the patent include a speaker gauging the emotional response of his audience, another stands out as somewhat creepy: “Other social situations in which the technology may be useful include romantic situations involving a one-on-one relationship between individuals.”

Creep-factor aside, the technology could help those with Asperger’s, autism, or other social disorders by interpreting emotional and social clues. Or, conceivably, the mood sensing could be used during sales calls or negotiations as a tool to see how far a client could be pushed before backing out. Finally, one might imagine surreptitiously scanning opponents at a poker table to figure out whether they’re bluffing.

So far, Microsoft has said almost nothing about HoloLens, save for what it disclosed about the technology in January at a special event in Redmond. Journalists will have another opportunity to try out the technology at Build—but whether Microsoft uses the same closely guarded demos, we won’t know until the show. Nevertheless, HoloLens looks amazing, and its powers apparently are growing by the day.

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