Salesforce on why CMOs and CIOs should unite in 2017

Salesforce CMO Guillaume Roques is the first to admit that 2016 has been a turbulent year for marketers. Even though events such as Brexit and Trump’s election victory have brought about political and economic uncertainty, he remains optimistic about the future. “When you have turbulence you have to rethink your strategy and refocus, and that’s when you can capitalise on new opportunities,” he tells Marketing Week.

This year the cloud computing company acquired numerous companies, moving into artificial intelligence (AI), as well as deep and machine learning – all of which was shown off during its annual Dreamforce event.

Speaking to Marketing Week, Roques shares his thoughts on what is in store for marketers in 2017 and what their main challenges will be.

What trends have you seen flourish this year?

There is currently a convergence happening of various trends. Mobile, the Internet of Things (IoT) and AI are much more developed now – even though they have been around for years.

In the 90s you didn’t have the same amount of data available to make AI valuable for consumers. Nowadays, if you add that data to the IoT and connected devices, all that information together can provide you with a lot of insights that marketers weren’t able to have a couple of years back. The convergence of those different technologies can help you create personalised journeys for customers. All this tech is now converging so we can really reap the benefits of it.

Bron en volledig bericht: MarketingWeek