Page 32 - AeM_June_2018

TECHNOLOGIES & PRODUCTS

The 4th Industrial Revolution creates a

customer divide that Salesforce knows

how to tackle

Salesforce announced new innovations across In fiscal 2018, Salesforce powered nearly two trillion
marketing, commerce and service enabling brands B2B and B2C transactions across sales, service,
worldwide to deliver smarter, more personalized and marketing, commerce and more. Now, the world’s #1
connected customer experiences. In addition, CRM platform presents its new approaches to deliver
Salesforce and Google continued to deliver on their smarter engagement across every customer
strategic partnership with new integrations between touchpoint.
Salesforce Marketing Cloud and Google Analytics 360
becoming available. Salesforce is showcasing these New integrations between Salesforce
innovations and more at Connections, where top Marketing Cloud and Google Analytics 360
brands gather to learn how they can deliver next- transform marketing effectiveness
generation customer engagement.
The integrations between Marketing Cloud and
According to the recent Salesforce State of the Analytics 360 empower marketers to deliver meaningful
Connected Customer report, 80% of customers say consumer experiences, since both industry-leading
that the experience a company provides is as offerings provide valuable insights vital to
important as its products or services, and 57% have understanding the consumer. Now, marketers can
stopped buying from a company because a competitor more efficiently bring those insights together without IT
provided a better experience. Yet companies struggle involvement, empowering them to build more effective
to keep pace with customers’ expectations for smarter, marketing campaigns around every consumer, notably:
faster and always-on experiences, which are driven by
the role disruptive new technologies play in their daily
lives. In the Fourth Industrial Revolution, every  Consumer insights from both Marketing Cloud and
interaction on every channel is a “make or break” Analytics 360 can now be combined into a single
moment where brands will either strengthen that customer journey analytics dashboard in Marketing
relationship or further the divide. Cloud, enabling marketers to analyze cross-channel
insights in one place.
“The easiest, smartest and most connected digital
experience sets the bar for everything else, and every  With an integration available in beta in Q3 2018,
company's success depends upon its ability to keep up marketers will be able to create audiences — like
with rising customer expectations," said Bret Taylor, category buyers, loyalty members and abandoned
President and Chief Product Officer, Salesforce, proud browsers — in Analytics 360 and then activate those
that his company empowers brands worldwide with a audiences for engagement within Marketing Cloud.
trusted and proven platform to put the customer at the
center of every digital engagement.

32 June 2018 - Mobile & Video Marketing