These are the three keys to success in digital marketing, according to Alexandru Ursu, Regional Manager for Marketing Cloud at Salesforce.
He summarized the top 5 marketing manager’s priorities according to a study by Salesforce conducted in December 2018:
• Engaging the customers with the company in real time
• Optimizing the marketing mix so that there is a better ROI
• Making use of technologies and marketing tools
• Creating a 360-degree view of the customer
• Unifying the sources of customer data
According to the same study, however, only 28% of the marketing managers are satisfied with the current engagement of their customers by their company.
Alexandru demonstrated the system live and showed how Salesforce Marketing Cloud helps you know the customers based on many different data sources, allows personalization at scale and executes individual client journeys while measuring everything real time with its sophisticated AI Einstein.
Another independent survey by Nucleus Research showed that customers who use Marketing Cloud have achieved 26% growth of the return on their marketing investment.
Mobile technologies and AI drastically change the journey to a purchase
"The companies of today have to really rethink the customer experience – starting with the marketing, the sales processes, the servicing – how they invest in it and how they improve it." – shared Ed Stonestreet, Director of Emerging Markets Commerce Cloud.
He demonstrated the functionalities of the Salesforce Commerce Cloud that services over a billion users a year. Mr. Stonestreet cited a study by Salesforce which places information seeking from various sources as the number one activity that potential customers do. 75% of the people surveyed stated that they want to receive a personalized offer based on their purchasing history and 50% of the online purchases are influenced by a visit to a physical store.
The AI in Commerce Cloud is a potential solution to these challenges as companies have the power to forecast future purchases and create personalized offers based on customer’ behaviors.
According to an independent study by Salesforce, companies that use Commerce Cloud increase their revenue with 7-16%.