How Can You Stand Out in Commerce?

At Salesforce Connections Dave Meeker, chief innovation officer, and Melissa Dorko, chief growth officer, took the stage to discuss how to leverage emerging tech to stand out in commerce.

They kicked things off with a shocking stat: The average person is exposed to 7,000 ads a day.

7,000 is an enormous number – one that’s actually pretty hard to comprehend. What might be harder for some people to comprehend is that some people dislike advertising. As Mark Ritson, an MIT professor, so eloquently put it, “Accepting that people dislike advertising is not a negative thought. It’s a realistic one. And once you embrace realism – like and aspect of actual market orientation – your advertising improves.”

How can we navigate through that to reach consumers in a way that doesn’t deter them? The key to the solution is a shift in mindset. We need to make things that people want – not make people want things. The wording distinction is small. The actual distinction is immense.

So, what does that different look like?

Making people want things is marketing, media and advertising. It’s putting the brand first and telling its story, working to appeal to customers. They tell stories, not truths. They convince people to like them, regardless of the reality of their promise.

On the other hand, making things people want is about better products, better services and better support. It’s putting the customer first and betting that preferences change over time and people will demand new things that continue to provide value to them. We find success when we appeal to humans, not consumers.

And, ad-tech platforms have come to save the day. They have better access to data, enable more meaningful targeting, have better analytics, attribution and allow for dynamic creative generation.

Salesforce Advertising Studio, for instance, represents this perfectly:

Work in a trusted system

  • The world’s top brands trust Salesforce to protect customer data and to be available anytime. Your customer data never leaves the safe environment of the Salesforce Platform — and there’s no scheduled downtime.

Target audiences on their preferred channels

  • Build audiences on Facebook, Google, Instagram, LinkedIn, Twitter, YouTube, and — with Audience Studio — the entire display advertising ecosystem.

Activate your data across the platform

  • Use your first-party data available in Marketing Cloud, Sales Cloud, and Service Cloud to help shape and guide your advertising.

Reach audiences at scale

  • Synchronize customer records instantly from any digital channel and make sure they’re always up to date — whether you’re managing campaigns for dozens or millions.

Dorko and Dave then took a minute to talk about what humans really want – the big question everyone wants answered.

  • Efficiency
  • Convenience
  • Value
  • Accuracy
  • Flexible Returns
  • Help (in context)
  • To not have to wait
  • Effective Self Service

Next up, what brands want:

  • Happy customers
  • Repeat customers
  • Higher net promoter/CSAT/CES scores
  • Operational efficiency
  • Financial growth

How do you make both happy? CX

A focus on experience is a focus on growth. Investing in CX initiatives has the potential to double your revenue within 36 months.

For example, your brand may make a mistake (and, let’s be honest, it probably will), but how you recover from that and the tools you use can actually make consumers bigger fans of your brand, even though they just had a less that inspiring experience.

The future of commerce is about the seamless integration of technology and experience to be more human, engaging and personal. Want to find out more? Reach out to Dave ( or our Growth Team (!