3 Things Mathew Sweezey Wants You to Know About the Future of Marketing

by | Sep 17, 2020 | Digital Strategy | 0 comments

As Director of Market Strategy at Salesforce, Mathew Sweezey has a front-row seat to the future of marketing. We recently spoke with him on trends in consumer behavior and marketing technology as well as his new book: The Context Marketing Revolution.

Mathew Sweezey podcast interview

In this excerpt from our Health­care Insight pod­cast, we dig into the pos­si­bil­i­ties for the future of mar­ket­ing. Learn why Math­ew believes mar­keters have to change the way they think about their brands and cus­tomers to suc­ceed in the post-COVID-19 future.

The role of marketing is fundamentally changing

Math­ew says the mar­ket­ing func­tion is evolv­ing from cre­ators who force mes­sag­ing on their mar­kets to cham­pi­ons of the cus­tomer experience.

“The role, scope and func­tion of mar­ket­ing is shift­ing from the depart­ment that tells the world about the prod­ucts you’ve cre­at­ed to the own­ers and sus­tain­ers of all expe­ri­ences across the cus­tomer jour­ney.”

Math­ew says mar­keters must work with cus­tomers to co-cre­ate rather than devel­op­ing prod­ucts, con­tent and oth­er brand exten­sions inde­pen­dent­ly. By bring­ing cus­tomers into the process, mar­keters can devel­op con­tent and solu­tions that gen­er­ate both imme­di­ate demand and long-term growth.

“Tying expe­ri­ences togeth­er and opti­miz­ing them across the cus­tomer jour­ney is the way mod­ern brands grow. That’s the mod­ern con­cept of marketing.”

We are moving into the ‘context marketing’ era

In his new book, The Con­text Mar­ket­ing Rev­o­lu­tion, Sweezey asserts that we are in the “infi­nite media era” where cus­tomers shape their own expe­ri­ences. Mar­keters who under­stand how to insert their brands into their cus­tomer expe­ri­ence at the right time and place will succeed.

“Think about how the media envi­ron­ment oper­ates. We can all go to Google and ask the exact same ques­tion. And each one of us is going to get a dif­fer­ent set of answers based on our per­son­al con­text. Humans can’t man­age that by them­selves. There’s a lay­er between us and the answer, which is Arti­fi­cial intel­li­gence (AI), com­plete­ly attuned to the con­text of the moment.”

For brands to break through this AI fil­ter, con­tent must be con­tex­tu­al to the indi­vid­ual at the moment.

“We must under­stand what that person’s prob­lem is at that key moment of truth and then solve that prob­lem. That approach cre­ates the best returns from a mar­ket­ing standpoint.”

Imagination, not technology, is the key to effective marketing

As employ­ee No. 13 at Par­dot (start-up that became the automa­tion plat­form for Sales­force), Math­ew worked with thou­sands of com­pa­nies to imple­ment mar­ket­ing automa­tion. He wrote Mar­ket­ing Automa­tion for Dum­mies to guide mar­keters on effec­tive­ly lever­ag­ing technology.

“There are two dif­fer­ent types of mar­keters. Those who say, ‘I’m going to get automa­tion to auto­mate all the things I’m cur­rent­ly doing.’ And they sim­ply take all their ideas and auto­mate them. Those com­pa­nies nev­er see the ROI out of automa­tion as they’ve usu­al­ly just cre­at­ed spam cannons.

“On the oth­er hand, those com­pa­nies who see mar­ket­ing automa­tion as a new way to do new things are the ones who suc­ceed and see mas­sive returns. Imag­i­na­tion is the key foun­da­tion for using automa­tion to open a door to new pos­si­bil­i­ties you’ve nev­er had before.”

Hear the Full Interview with Mathew Sweezey

In the 30-minute con­ver­sa­tion for our Health­care Insight pod­cast, Math­ew shares more insights on the future of marketing.

Get More Expert Perspective

Check out our blog for more con­tent on crit­i­cal issues and trends for health­care marketers—and sub­scribe for insights like these deliv­ered to your inbox.

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