Get Started with Marketing Cloud
After completing this unit, you’ll be able to:
- Explain how evolving technology and consumer expectations are impacting the marketing industry.
- Identify the products that make up Marketing Cloud.
We’re living in a world where consumers have on average three connected devices and spend about 4 hours a day on their phone. When they’re on those devices, a third of the time they’re interacting on social channels. By 2020, consumers will have on average 10 connected devices.
This is part of what’s becoming known as the Fourth Industrial Revolution—where artificial intelligence, robotics, and the Internet of Things (IoT) are transforming the customer experience. With each of these new technologies comes a new wave of data signals. And as marketers, we need to be able to capture and make sense of all that valuable data in order to deploy intelligent marketing strategies. Disconnected data sources and departments make synchronizing all the channels that much more difficult. Luckily, this is where Marketing Cloud can help.
In the age of intelligent marketing, consumer engagement is not just about marketing. That’s why Marketing Cloud is part of the Salesforce Customer Success Platform, the only platform that enables companies to manage consumer engagement across the complete journey: marketing, sales, commerce, and service.
This module is all about helping you understand what Marketing Cloud is and how it can support both your organization and your consumers. Let’s start with the basics.
Marketing Cloud is the world’s #1 marketing platform. It helps you know your consumers like never before, personalize every interaction with AI, and engage across the entire journey. It’s the only integrated consumer engagement platform that enables you to deliver personalized consumer engagement at scale on every channel, from email to web, mobile, social, and digital advertising. Marketing Cloud covers it all.
With Marketing Cloud, you can do things like:
- Connect to your consumers where they are (for example, email, mobile, web).
- Offer tailored recommendations, reminders, and discounts.
- Listen to what consumers say on social media and respond to their needs, including providing real-time customer service.
- Expand your reach and discover new audiences.
- Deliver a seamless, personalized experience across corporate marketing and local partner networks.
Check out this short video to see Marketing Cloud in action.
You’ve learned that Marketing Cloud empowers you to deliver personalized marketing at scale. Now let’s take a look at the individual products to see how they capture consumer data and deliver consumer engagement across channels.
Put consumer data at the center of everything you do.
How It Rocks Marketing
||Capture, unify, and activate data in the leading data management platform. Whether you’re a marketer or a media owner, use data at scale to personalize every consumer touchpoint.
||Develop new audiences and build new partnerships via peer-to-peer data sharing, and use that data to enhance existing campaigns.
||Automatically reconcile consumer data across owned online and offline marketing touchpoints in this real-time interaction management platform. Provide real-time context for recommended next actions on each channel and device.
||Plan, build, and automate consumer engagement at scale across channels and devices. Drive personalization throughout the consumer lifecycle automatically.
Engage with consumers when, where, and how they want using proven engagement tools.
How It Rocks Marketing
||Engage consumers with tailored, personalized messages with speed, security, scalability, and excellent deliverability.
||Align SMS marketing, push notifications, and group messaging to your brand’s overall marketing strategy, and ensure consumers are reached at the right moment based on events, location, or proximity.
||Activate customer data across Salesforce to power personalized advertising across social, search, and display.
||Integrate the power of social media messaging with service and sales to listen, engage, and analyze consumer interactions and sentiment in real time.
You don’t have to be a big company to use Marketing Cloud. Whether you’re a marketing team of one or 100 (or 1,000), Marketing Cloud can help you grow your company.
If you want to target one or two particular channels, such as email or mobile, then Marketing Cloud can help you do that with Email Studio and Mobile Studio. You don’t have to use the entire suite of products all at once—use only the products that meet your needs. Think about how you want to engage your customers. Where are your customers? What’s the best way to reach them? What level of customer interaction are you looking to achieve?
Marketing Cloud sends close to 1.5 billion emails a day. Let that sink in for a moment. That’s 1.5 billion targeted, personalized, and engaging emails every day—that’s the opposite of spam email. But do you need to reach your consumers through other digital channels? We call that cross-channel marketing, and we have just the products to help you—mobile, social, advertising, and the web.
However, for organizations that sell and market through large partner networks, such as franchisees, financial advisors, insurance agents, or resellers, it’s a challenge to deliver seamless consumer engagement at scale. Distributed Marketing from Salesforce makes it simple for brands to deliver consistent experiences across corporate marketing and local partners networks—all on the Customer Success Platform.
To answer that question, let’s ask a different one: Do you need to reach your individual consumers in a more personalized way, at scale? If the answer is yes, then Marketing Cloud is not only right for you, but we built it just for you!
When consumers spend money on your products and services, they enter into a relationship with you. You want to build and cultivate that relationship to drive trust, loyalty, and ultimately increase lifetime customer value. Marketing Cloud can help you build those relationships with your current and prospective customers, users, and subscribers.
Whether you’re trying to identify new consumers or cultivate existing relationships, you can use Marketing Cloud to connect to your consumer through email, mobile, social, advertising, and the web—all in one place. Create a complete customer journey with automation and analytics powered by Salesforce Einstein artificial intelligence technology.
Read on to find out what it means to partner Sales Cloud and Service Cloud with Marketing Cloud.
- Dreamforce Keynote for Marketing (2017)
- 2017 State of Marketing Report (Signup required)
- Salesforce Marketing Cloud: Overview Demo
- Tune in: The Marketing Cloudcast
Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight.