Salesforce Marketing Cloud
Salesforce Marketing Cloud is a digital marketing platform that makes it possible to communicate with customers across digital channels.
Marketers using the platform are able to:
- build a single customer view (i.e. Contact Builder),
- automate the customer path in real time (i.e. Journey Builder),
- get in touch with customers through personalized content in each channel and the device used.
Salesforce Marketing Cloud allows management of demographic and behavioural data gathered in the application, and it also supports adding data from external systems, such as eCommerce, CRM and ERP.
Who is Salesforce Marketing Cloud designed for?
Salesforce Marketing Cloud (SFMC) Platform is dedicated to B2C companies. Its users include Microsoft, Coca Cola, Sony, Nestle and Uber. SFMC's flexible licensing models can be adjusted to the needs of companies that are only beginning to automate their marketing processes. Customers may start by using the basic Email module, and with time, add other digital channels or automated modules.
What digital channels are covered by Salesforce Marketing Cloud?
The Salesforce Marketing Cloud allows control over every touch point in the interaction between the brand and customers. Email, Social Media, Mobile (SMS & push notifications from the mobile application) and Web are the main channels used.
What else does it offer?
Predictive Intelligence - a module designed for companies that based on the website behaviour patterns of anonymous visitors want to dynamically display product recommendations and advertisements. It is an ideal solution for online stores that want to recommend products via e-mail.
Journey Builder - definitely one of the key functionalities offered by the SFMC platform. Its simple drag-n-drop interface allows the marketer to build marketing communication programs at each stage of the customer life cycle. Automatic segmentation of the data gathered on the platform, possibility to send e-mail communications, text messages and 'push' application notifications and real-time performance - all these factors create a unique customer brand experience.
Social Studio (formerly: Radian6) - an application used for social media management. This platform is continuously developed by Salesforce.com technical teams, mainly on the basis of the feedback from customers whose share in creating new functionalities is substantial. Its three main modules: Listen, Publish & Engage make it possible to:
- monitor social media in 26 languages,
- publish content (using Twitter, LinkedIn, Facebook, Instagram, Google+ and Pinterest),
- manage the brand image teams around the world and
- interact with customers using their social channels.
Unique combination of Social Studio and Salesforce Service Cloud gives companies an opportunity to provide services to the customer through social media. Posts, private messages and comments may be redirected by the Community Manager to the customer service department. The two applications cooperate as the Social Customer Service.