Customization with artificial intelligence: Marketing Cloud allows the combination of data with the Einstein tool, so interactions can be organized with the help of AI. Therefore, the platform enables a customized communication with customers, based on their relationship with the company.
Create interest across the journey: this Salesforce marketing platform generates attention and awareness during the whole process (a two-way engagement in real time), which also provides insights to offer every customer the best action for them.
Impact analysis: Marketing Cloud performs all measurements of the customer journey through different channels and devices, using artificial intelligence and the digital tool Google Analytics 360.
A profound knowledge on the customer: it becomes possible to connect data from different sources and devices with this platform, in order to obtain a single unified vision of the customer. And also, you will be able to capture and activate first-, second-, and third-party data.
Marketing Cloud offers interesting services for both B2B (when the customer is another company) and B2C businesses (when the product or service goes directly to the end consumer or customer). The true benefits would be: data sources unification, every channel customization, the ability to interact in any given moment of the customer relationship and campaign results measurement.
Marketing Cloud platform’s tools
As we can see in this official video from Salesforce, Marketing Cloud brings forward the possibility of creating tailor-made content for each customer, through any channel like email, online or mobile advertising, e-commerce, and even social media or users communities.
Besides being integrated inside the Salesforce ecosystem – the CRM number one in the world -, Marketing Cloud includes all the following tools:
- Email Studio: this one is oriented to perform customized campaigns of email marketing.
- Social Studio: this tool is aimed at creating those customized campaigns, turning our social media followers into potential leads.
- Mobile Studio: helps us to take the leap towards mobile devices and enables marketing interactions via SMS, push notifications and group messaging.
- Audience Studio: with this tool we will be able to capture data from any source and unify all that data in one single place. Audience Studio fulfils the “social listening” goal in order to enable the creation of content that is more appealing to our audience.