Losing sight of the major changes in marketing amid the daily grind? Join author and SVP of Strategy Martin Kihn as he unlocks the most important shifts in marketing and tech.
Important: This session is first come, first seated. You do not have a reserved seat.
Session Summary by Einstein: Marty Kihn, Senior Vice President of Product Strategy at Salesforce, delivered an insightful presentation on the evolving digital marketing landscape. Trends included the necessity for consent-based personalized marketing due to the end of passive data collection and the imminent death of third-party cookies. He highlighted the importance of making first-party data collection enjoyable, the rise of retail media networks as an alternative to cookies, and the increasing significance of convenience over branding, with examples like shoppable ads and streamlined brand aesthetics. Marty also discussed the shift from creative bottlenecks to data bottlenecks in advertising, the consumer's unconscious expectation of relevance, and the need to eliminate any friction in user experience, all while acknowledging the growing narcissistic traits in society and how brands can adapt to these changes.
Key Takeaways by Einstein:
• Marketing strategies must pivot towards fun and engaging methods of collecting first-party data, as consumers are becoming more aware and cautious about their online privacy.
• With the decline of cookie-based advertising, marketers are turning to retail media networks and first-party data strategies to maintain personalized customer engagement.
• The presentation stressed the urgency for brands to adapt to the 'post-verbal' consumer, who favors quick, frictionless interactions, and expects highly relevant and personalized content.
With sessions and hands-on activities led by product experts, visionaries, and fellow Trailblazers, Dreamforce offers a deep dive into the latest in CRM + AI + Data + Trust.
Merlinda Lu
Salesforce Developer, IBM
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