Salesforce Marketing cloud
It enables you to know your customers better and offers a personalized experience with intelligence across the entire customer journey.
Salesforce Marketing Cloud is the only integrated Customer Engagement platform to deliver personalized customer engagement at scale. It is offered across all channels i.e. email to web, social, mobile, and digital advertising.
Things possible by Marketing Cloud are:
- Gain a unified view of the clients by connecting known and unknown profiles.
- Create a two-way, real-time engagement as per customer’s demand.
- Make every interaction relevant to the data and artificial intelligence of Einstein.
- Measure, optimize and report on marketing performance impact and customer loyalty.
Why Salesforce Marketing Cloud?
Marketing Cloud enables your organization to reach the next-level customer journey.
The comparison of Salesforce Marketing Cloud with other Marketing Cloud products such as Adobe and IBM Marketing Clouds, as shown in Google Trends. We choose Salesforce Marketing Cloud as it shows an increasing path of growth worldwide.
Products Of Marketing Cloud
#1) Marketing Cloud Email Studio
Reach the customers with the Email Marketing Platform.
It builds a smarter email with data from every department for not only marketing campaigns but also a2 sophisticated 1:1 message.
The 3 essential things done by Email Studio include:
(i) Target Your Audience:
It is about creating segments based on profile data for inspiring engagement. Improve your subscriber list with drag and drop segmentation tools to keep your message always relevant. Create great campaigns with Automation.
(ii) Build Best Emails:
It is about creating great messages that engage and optimize effortlessly for mobile devices and enable the emails to reach the audience, on whichever devices used. It uses templates designed by experts that use content blocks to populate email design quickly.
(iii) Automate Messages:
It is about sending 1:1 message to customers. Enable the customers to look into the email at the most likely time by sending the messages at the top of the inbox and prevent any accidental delivery of test messages by using guardrails.
#2) Marketing Cloud Journey Builder
Create Customized Journey at Scale.
Journey Builder is a campaign planning tool for empowering marketers to design and automate campaigns, and it is for guiding the customers on their journey with the brand. It creates customer experience across every touchpoint inclusive of mobile, email, web, and advertisements.
The Functions of Journey Builder include:
(i) Define the Customer Journey:
It is about listening to customer cues. It helps to build personalized messages by leveraging the customer available from any source.
(ii) Align Message Across Marketing Channels:
It connects the entire experience through simple or complex visual Journeys. It serves the purpose of revision and reference. Increases engagement by connecting all the departments i.e. sales, marketing, service which is a part of entire customer journey.
It makes seamless communication across all channels i.e. web, apps, push notifications, emails and SMS. It enables the customers with the right kind of information, wherever located.
(iii) Adapt to the Changing Needs of the Customers:
You can predict the changes in customer behavior by setting and maintaining automated journey logic. It serves the purpose of customer engagement, content tests, and random journey splits.
It leverages reporting of action on performance and changing trends. The simple or complex personalized journeys work for hordes of individual clients.
(iv) Explore Distributed Marketing:
Creates a branded journey of teams across all channels to align with corporate brand standards. Moreover, the customer journey gets optimized by aggregating the journey data or analysis of individual engagement.
Finally, create personalized content with native tools in Sales, Community, and Service Clouds and make them available to the global teams.
#3) Marketing Cloud Advertising Studio
Activate Your Customer Data to Power Digital Advertising and Create 1:1 Customer Experience
Salesforce Marketing Cloud enables you to enhance your email marketing goals with advertising. It co-ordinates campaigns in various social media platforms and customer service efforts taken by you. Engage the existing customers by using Google Ads, Social Studios, Instagram and YouTube.
The Functions of Advertising Studio include:
(i) Harness Customer Data:
Scale the advertising across search, social, and display; shape and guide the advertisement using data from Marketing Cloud, Sales Cloud, and Service Cloud. It synchronizes customer records across any digital channel and makes the data up-to-date.
(ii) Generate More Leads:
It drives customer acquisition campaigns while capturing Salesforce leads by connecting with Pardot and Sales Cloud. Connect with Marketing Cloud Data extensions to capture real-time Facebook advertising leads by the Lead Capture feature of Advertising Studio.
(iii) Connect Channels:
It integrates advertising with sales, service and marketing and puts up the advertisement for the right person. Use Salesforce for gaining new prospects who behave similarly to your other high-value customers.
It reaches out to your target audience through the coordination of advertising with email. It uses real-time customer data to give relevant advertisements.
#4) Marketing Cloud Interaction Studio
Instantly Deliver Contextually Relevant Marketing Experiences
It delivers contextually relevant real-time experiences across your channels. Get omnichannel next best action and allows you to orchestrate with real-time insights of customer journeys. Interaction Studio interacts in real-time through email, social media or offline through in-stores or kiosks.
#5) Marketing Cloud Mobile Studio
Personalize Mobile Marketing to reach customers on any device.
Mobile marketing enables you to reach your clients through digital marketing. You can create marketing campaigns by sending text messages. Mobile Social Studio comprises the mobile marketing apps of the Marketing Cloud.
Mobile Studio uses apps for the following Use-Cases:
a) Group Connect: It allows sending messages to contacts through apps and supports Facebook Messenger and LINE mobile messaging app. The LINE mobile app integrates Content Builder and Journey Builder.
b) Mobile Connect: It enables us to create, send, receive, or even track SMS or MMS messages. Use a drag-and-drop interface or templates to send alerts and transactional messages to subscribers.
c) Mobile Push: It encourages the use of apps and enables them to create and send notifications.
Some of the tasks possible by Mobile Push are:
- Send Inbox messages.
- Send targeted & personalized push notifications.
- Use beacon messaging and geofence for location-based apps.
- Use Automation Studio for campaign automation.
- Manage segmentation of audiences for mobile contacts.
- Integrate the push notifications with Journey Builder
- Use analytics to view customer engagement.
The Functions of the Mobile Studio include:
(i) Build and Send Easily High Targeted Messages:
Automate your mobile campaigns. Use custom templates to serve the purpose of email-opt-in campaigns, text response, and multi-media messages. Increase app usage by driving in-app purchases by marketing with discounts, mobile phone alerts, and deals. Capture user behavior, attributes, and preferences for the chat messages to build complete user profiles.
(ii) Send Relevant Messages:
Use a drag-and-drop tool for segmentation of customers. Send personalized messages based on demographics, location as well as preferences. Combine the power of Marketing Cloud and Service Cloud to transform a broadcast or transactional message into a conversation.
(iii) Drive App Engagement:
Automatically send promotional offers with messages created by geofencing of the customer at the targeted time. Draw attention to customers with Bluetooth low-energy devices and deliver messages at closer proximity.
(iv) Reach Your Audiences Anytime, Anywhere:
Create a consistent customer journey across a wide range of devices. Deliver mobile messages along with web campaigns, emails, etc. to identify the channels mostly used by the customers and to drive engagement with the brand.
#6) Marketing Cloud Social Studio
Connect Social Data with Marketing, Sales, and Service
Social Studio offers a one-stop-solution to manage, schedule, monitor and create posts. It offers real-time publishing and engagement of Comprehensive content marketing by social networks and platforms.
The Functions of Social Studio include:
(i) Listen to Conversations:
Gain feedback from marketing service and sales campaigns. It gets done with reporting tied to your social networks on mobile apps. Customizable dashboards display fresh topics and trends.
(ii) Engage Your Community and Provide Customer Support:
Manage your community by responding to social posts. Deploy a single platform for all your social media engagements, and cutting across departments. You can securely manage access and roles with the help of team and user workspaces.
Direct the social posts to the CRM, to get a complete picture of the customer across all channels i.e. social, email, and others.
(iii) Publish on Social Media:
Create and Approve content for Multiple Social Networks, Accounts on desktop or Mobile devices. Manage the social media presence of your company across teams. Achieve brand consistency by creating workspaces and access based on role and group. Access stock photos, trending topics on the desktop or mobile app.
(iv) Monitor Engagement:
View data from 3rd party and other sources with the command center and live display of marketing, sales, and service activity. Track brand health, customer interactions, and campaign results.