Marketing Trends

Joel Horwitz relates digital accessibility to the ramp at the end of every sidewalk. Why was there a time when it wasn’t there? Why weren’t we thinking about the people who needed those ramps before they were built? While today, we can’t imagine an intersection or sidewalk without a ramp, the same cannot be said for the internet. On this episode of Marketing Trends, Joel, the Chief Product Officer of AudioEye, discusses why it’s time for companies to start complying with ADA regulations everywhere on the web. Plus he explains the importance of compliance and why his team is making it easy for companies not to be complacent. 3 Key Takeaways Digital accessibility is not a matter of compliance, it’s a matter of integrity Accessibility is viewed as an add-on or overhead by marketers and a check on the website development list — but it should be more than that Marketers need to get more creative in order to reach their target audience   --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Every day we make purchases. We choose to buy something at one place and not another. We pick this product over that one. And that purchase data — what we buy and even what we don’t — is extremely valuable, especially to marketers. Dani Cushion is the CMO of Cardlytics, a digital advertising platform that serves some of the largest banks around the world and offers insights into the anonymized purchase data of more than 140 million people. On this episode of Marketing Trends, Dani explains how Cardlytics gathers this anonymous data securely and then delivers it to banking partners to help them build out their cashback offers, rewards systems, and other marketing campaigns.  3 Takeaways: Consumer purchase data is extremely valuable in helping marketers craft campaigns and programs that actually resonate with customers Knowing data is one thing, acting on the information you have and measuring the success of how you put that data to work is the only way to truly drive change  How you write matters, Your message has to be human-centric and accessible — if you have to read it twice to get it, it’s way too complicated --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Before she was writing for financial institutions, and before she owned her own media entity, Shondell Varcianna made a name for herself by paying off mortgages. Today, Shondell serves as the CEO and founder of Varci Media, a content management agency that provides hassle-free professional blog content to financial institutions. On this episode of Marketing Trends, Shondell breaks down the game of content creation. And she understands the tricks of the trade, including the importance of social groups, the critical need to understand your audience, and why some content resonates and others never will. Main Takeaways: Facebook groups and forums are great ways to gain customer insights and to embed social teams in the conversation that’s already being had with customers. Consistency is key. Social teams lacking consistent posts prevent companies from remaining top-of-mind Create content that resonates with your customer. Creating content you like won’t relate to the customer. Engagement cannot be determined with a one-size-fits-all approach. Engagement can only be measured by the standards a company sets --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Daniel Incandela always knew he wanted to be a storyteller...he just didn’t know that he'd be telling the stories for companies. The original plan was to be a visual storyteller, telling tales through the lens of anthropology. But after stints working in a museum and a foray into sports and entertainment, Daniel’s path ultimately led him to Conga, where he serves as the company's CMO. On this episode of Marketing Trends, Daniel discusses the art of great storytelling. Plus he dives into why you can never underestimate the number of resources you put into a rebrand and he and why you will never have the approval of everyone in the room. 3 Takeaways: Never underestimate the number of resources and time needed for a rebrand. Storytelling should stand for something that is based in authenticity Brands are not owned by the company, they are owned by the employees --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Alison Murdock, Founder and Chief Marketing Officer of Trusted CMO, helps early-stage companies get to market. She discusses common themes in kick-starting marketing, the evolution of virtual events, and the real role of CMOs. Marketing is a business strategy that should embrace your product and brand. CMOs should bring good news and be cheerleaders for their company. Brought to you by Salesforce.

Grad Conn has been called a near-perfect example of what a tech company CMO should look like. He’s a noble studier of his craft and a history savant, but most importantly he’s an adman to his core. Today, Grad is the Chief Experience and Marketing Officer at Sprinklr, and he joined Marketing Trends and discussed his love for marketing, his days as CMO for Microsoft US, and why the industry is undergoing a renaissance.  3 Takeaways: Broadcast media is no longer one-to-many, it’s conversational Marketers can’t focus on a single channel. You have to focus on all channels To be a good marketer, you need to be a generalist with a lot of interests and passions --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

David Hoffman is a communicator, storyteller, and communications consultant who has been working in various fields for decades. Although he started as a traditional filmmaker, today he tells his story on a very modern platform - YouTube. With nearly 350,000 subscribers on his personal channel, David has told stories in just about every way imaginable to varied audiences. On this unique episode of Marketing Trends, he talks about how to build an audience, navigating the treacherous use of keywords and algorithms and where he thinks the film industry is going. 3 Takeaways: To achieve success, you have to stop talking about yourself and start talking about the audience you’re trying to reach. Marketers need to be able to respond to things quickly. If you aren’t watching, observing and reacting, you aren’t doing your job. Your content needs to tell a story and emotionally connect with your audience. If you aren’t storytelling and connecting with them your content won’t resonate --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Scott Howe, the CEO of LiveRamp Holdings, is a marketing savant. Scott remembers great campaigns from his childhood, but one, in particular, has always stuck with him: the Staples’ easy button. The clever campaign made Scott long for an easy-button-like functionality when it came to aggregating data, which he believes is the key to success in the marketing industry. On Marketing Trends, Scott discusses exactly what he means by that, and he explains his passion for the industry and why the loss of cookies is a chance for marketers to reinvent the wheel. 3 Takeaways: Data is the fuel that is driving marketing departments Depreciation of cookies is changing how websites are built and how messages are delivered to consumers The best marketers tell a cohesive story across all channels --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

For years, the notion of being a millennial has garnered varying degrees of responses. For Jeff Schmitz, the CMO of Zebra Technologies, the millennial mindset is what he’s attempting to instill in his clients. On this episode of Marketing Trends, Jeff sat down and chatted about how Zebra Technologies is helping the healthcare industry and essential workers everywhere operate more efficiently, how a partnership with the NFL is pushing the sport forward, and why it’s time everyone starts thinking like a millennial. Key Takeaways Your background is not what matters, your ability to understand strategies and your company’s end-goal will make you successful Complex newer solitons focus on the end-user Millennial-minded is the art of learning how to promote and use social media --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Life is always throwing us curve balls that we need to adjust to — Ryan Carlson knows that. Ryan is the CMO of Okta, and recently he and his team had to deal with one of the toughest curveballs they’ve ever faced. Ryan sat down with Marketing Trends and discussed how Okta took a 6,000-person conference and pivoted to a virtual event on short notice. Ryan also touched on how he sees events adapting to a new normal and how Okta has permanently changed its strategy moving forward. 3 Takeaways:   In the future, there will be hybrid virtual and physical events that utilize the lessons we’re learning right now Working remotely has changed things in a way that will never change back Keeping your eye on the long-term helps you make decisions in the short-term   --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.