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Customers are now digital first. And that’s great news because now you can more with every moment your customer has with your brand. The key is connecting these moments and making them count. That’s what it takes to build real lasting relationships. To build an enterprise that customers trust and love. But to get there you need data. You need to unify al the data customers have entrusted with you down to the last detail. Then put that data to use. So every interaction feels more relevant and human and personalised. Drive digital experiences across sales commerce and customer service. Salesforce Marketing Cloud puts data at the center of the relationship and that starts with knowing your customers.
Marketing Cloud combines all your data from all your siloed data sources creating a single source of truth for every customer giving you a three-dimensional view of who they are and what they want in the moment even as their needs change. So now you can humanise every moment whether it’s a welcome email and they become a new customer, an ad for a product they might like, an opportunity for their business, a text resolving their shipping delay, of a special offer at checkout for being a loyal customer. And because it’s powered by Einstein AI, the heavy lifting is done for you. Marketing Cloud helps you optimise your impact too giving you actionable analytics, budget and business goals in real time so you are always making your campaigns more personal, more valuable, more resonant. And with Slack as your digital HQ, you can adapt with agility thanks to your teams, tools and partners being more connected and insights more accessible. With Marketing Cloud you can make every moment count.
Do more with your marketing initiatives at every touchpoint.
Marketing Cloud Engagement automates pervasive customer journeys with engaging and personalised experiences across channels.
Meet them on mobile.
Engage customers with personalised communication on their preferred mobile channels.
Engage them with email.
Deliver targeted scalable messaging and content such as offers and promotions and optimize engagement.
Give them compelling content.
Leverage prospect data for targeted and personalized advertising across channels and ad affiliate networks.
Deliver engaging journeys with simple east to use tools.
Make every moment count.
Use customer data to predict preferences and automate outreach messaging for pervasive, relevant, effective customer interactions.
Connect experiences with ease.
Boost productivity by creating automated customer journeys using simple click-and-drag tools.
Adapt to anything.
Automate recommendations and actions on the go as customers engage with your brand, analyse results in real time and optimize performance.
Make marketing engagement effective — and easy.
Create seamless customer journeys.
Acquire new customers and engage existing ones with relevant, connected journeys.
Engage in the inbox and acquire subscribers.
Create and automate personalized outreach email campaigns.
Keep in touch with mobile messaging.
Push relevant content to your customer’s preferred channel and device.
Reduce costs by delivering highly targeted advertising.
Activate data to suppress customers that don’t need content and personalize advertising across channels.
Boost engagement and save time with AI.
Boost marketing campaign efficiency by taking advantage of AI-powered insights to push the relevant message at the right time.
Optimize all your campaigns in one place.
Get a unified view of campaign performance with pre-configured and customisable dashboards for journeys across channels
Marketing Cloud Advertising
The Marketing Cloud first arty advertising engine allows brands to harness their own customer data to create targeted and relevant audiences for advertising campaigns.
Whether you want to acquire new customers, engage brand new email subscribers, re-engage customers or supress ads for customers who aren’t relevant for a campaign, Marketing Cloud can help you find success. All by prioritising data security, trust and scalability. With Marketing Cloud advertising, brands can send their target audiences to Google, Twitter, Facebook, Instagram, Linkedin, Pinterest and Snapchat. The cool things about Marketing Cloud is that the data your customers have already shared with you is the only ingredient you need to create audiences for all your use cases. Security and scalability are top of mind for marketers. That’s why all the first party data stored in Salesforce never leaves the secure environment of Marketing Cloud advertising. Without being securely hashed. Al you have to do is choose existing lists or data extensions in Salesforce to create your audience. No more manually uploading data using unsecure formats. You can even have you data refreshed automatically with a single click. Whether the goal is to acquire new customers, increase RoI, re engage customer or all the above, Marketing Cloud Advertising will help you create personalised advertising moments for your customers.
Here are 7 New Features in the Latest Release of Marketing Cloud
1. Salesforce CDP (Customer Data Platform) enhancements
With Salesforce CDP, you can get a holistic view of every individual in your database and then use that data to deliver a whole new level of personalization. Upgrades include:
Salesforce CDP Integration with Interaction Studio: Target your customers with unified insights and cross-platform data to enhance real-time decision-making.
Salesforce CDP Connector with Commerce Cloud : Augment customer profiles with commerce data such as catalogue and order data and provide personalized experiences based on buying history.
Calculated Insights enhancements: Utilise new, advanced analytical functions in the Calculated Insights feature, which lets derive the benefits of multi-dimensional metrics in Salesforce CDP. Now, you can make use of ranking, segmenting, and manipulate date and time related functions such as days since the last transaction. You’ll also have access to a built-in function library, be able to edit names of formulae, and the freedom to enable or disable Calculated Insights.
2. Datorama Reports Advanced for Marketing Cloud
Datorama Reports for Marketing Cloud takes you beyond out-of-the-box analytics. It is a precluded reporting and analytics tool for Journey Builder, Marketing Cloud Email Studio and Mobile Studio. With the advanced features of Datorama Reports, you can turbocharge your journey analytics across channels and devices with new dashboard tools.
3. Datorama Connector with CDP
Now you can automatically convert raw data into powerful insights and improve your marketing RoI by accessing CDP from within Datorama.
Datorama will also support an out-of-the box CDP app to give you instant access to your CDP data. With just a few clicks you will get all the insights you need to have a deeper understand of your audience, how they’re engaging with your brand, and their potential value to your business.
4. Google Analytics 4 tagging and reporting
It is extremely easy now to connect Google Analytics data with Marketing Cloud. Also, with the new release of Google Analytics, you can access robust analytics for mobile and email content as well and automatically tag with Journey Builder.
Google Analytics 4 metrics are seamlessly integrated into the Journey Analytics dashboard and accessible to all Journey Builder users
5. Einstein for Email Marketing enhancements
Marketers often ask – when is the right time to launch a targeted email campaign? What kind of subject line will attract the deepest and highest engagement? The B2B marketing automation platform Pardot, when coupled with Marketing Cloud, offers two new ways to provide to answer those questions and improve your email engagement rates with data-centric insights.
6. Pardot Accounts as Campaign Members
Organizations are increasingly adopting an account-based marketing approach to grow their business and retaining customers. Hence, account level campaign creation is now more important than ever.
This feature can be used to execute prospecting campaigns with sales reps to identify the relevant buyers in each target account. This is a unique and possibly game changing feature that will allow sales reps to help marketing target the relevant buyers for any upcoming campaign.
7. Advertising Studio enhancements
Advertising Studio is a powerful tool designed for data-driven advertising. It offers two new features to help you expand to new channels and access vital insights:
Snapchat for Advertising Studio: Now you can use your first-party data in Salesforce to build targeted, personalized advertising audiences for the Snapchat platform. Find new customers that are similar to your loyal customers, re-engage inactive customers, augment customer experience, and boost your RoI.
Datorama Audience Insights for the Advertising Studio app: This new app allows you to connect and synchronize your data from Advertising Studio in Datorama to improve your cross-channel audience strategy.
Deliver meaningful moments to your industry.
Communications and Media
Turn engagement into a main event.
Reach new audiences and acquire new subscribers with smart, AI based, data-driven marketing. Deliver compelling content to drive usage from broadcasts to recommendations and beyond. Boost productivity by automating campaigns at scale across channels and devices.
Financial Services
Personalize the customer experience across every touch point in their financial journey.
Engage throughout the lifecycle for customers in real time with personalized omnichannel journeys. Personalize journeys with data that reveals buyer preferences and interests like investments and more.
Healthcare
Keep a track of your customers and patients.
Foster trusted and lasting Patient, Member and Healthcare Provider relationships at every point of their digital journey across your business. Engage them with personalized messaging on their channel of choice in real time and optimize campaigns on the go.
Life Sciences
Develop lasting customer relationships at every step.
Consumers now want deeper understanding, more self-service options, and consistent, one-on-one interactions at every touch point of their journey. By delivering a digital-first health care provider personalised journeys across their customers’ preferred choice of channel and device, you can nurture lasting and trusted relationships.
Tech
Deliver state-of-the-art marketing in the right moment.
Boost your sales pipeline. Engage customers and prospects with one-to-one messaging across all touchpoints. With AI based analytics and insights, you can optimize campaigns to deliver relevant, engaging and pervasive content at the right time in the purchasing process.
Manufacturing
Assemble engaging customer journeys.
Foster stronger, more impactful customer relationships. Deliver personalized, digital-first interactions along every touchpoint of the customer’s journey. Engage prospects and cultivate leads with the right messaging, on the right medium, at the right time, and with the right regularity and consistency for service updates, order modifications, new offers, and more.
Retail and Consumer Goods
Acquire and engage loyal customers.
As customers move more and more into the digital ecosystem, brands must utilise a unified view of their customers to deliver cohesive, personalized, pervasive experiences with moments that matter.
Girikon is a Gold Certified Salesforce Consulting Partner and can help you unlock the real power of Marketing Cloud for your business Contact one of our experts today.
About Author
Indranil is a technology enthusiast with over 25 years of experience in project management, operations, technology and business development. Indranil has led project teams in egovernance, business process re-engineering, product development and worked with Government and Corporate customers. Indranil truly believes in the power of technology to drive productivity and growth for teams and businesses.
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