It’s one thing to adapt your marketing solutions to meet consumer expectations, but it’s another to find a single platform that can grow and change with your brand. Salesforce has developed Marketing Cloud into a robust solution that houses platforms for an omnichannel marketing approach and easily connects with others for a 360-degree view of the consumer. It has become an essential tool for brands of all sizes to stay connected with their audience.
To gain a better understanding of Marketing Cloud, let’s review where the platform started and what it is used for now.
Where Marketing Cloud began
Marketing Cloud began as an email marketing software solution. As Salesforce recognized the need for marketers to centralize their consumer data, it acquired additional tools to help brands craft personalized messages across channels. In 2013, the former ExactTarget branding was dropped in favor of Salesforce Marketing Cloud.
Here’s a snapshot of what capabilities were added and when.
2012 – Marketing automation platform Pardot was acquired by ExactTarget
2013 – Salesforce acquired ExactTarget
2014 – Salesforce ExactTarget launched Journey Builder
2016 – Salesforce launched AI chatbot Einstein
2014 – Salesforce merged its organic and paid social solutions, Buddy Media and Radian6, to form Social Studio under Marketing Cloud
2018 – Pardot was integrated into Sales Cloud to give a single view of the customer for marketing and sales
Along the way, Salesforce added functionality and tools to Marketing Cloud that span across all digital channels to create what the platform is today.
Where Marketing Cloud is at now
Consumer expectations have accelerated the martech industry beyond what most could have imagined. Fifteen years ago, the average consumer used two touchpoints with a brand to determine if they would purchase its product, and only seven percent used more than four on a regular basis. After the internet changed the world forever and permanently altered how individuals interact with brands, in 2019, consumers averaged six touchpoints across channels when purchasing an item and fifty percent regularly used more than four throughout the duration of the customer lifecycle.
Marketing Cloud helps brands meet consumer expectations by enabling them to create seamless customer experiences across every touchpoint. It is the one platform your brand needs for email, mobile, advertising, web, direct mail, sales, commerce, and service interactions.
Some key features include:
- Journeys and automation: Unification and marketing automation, behavioral data integration, and triggering
- Channel activation: SMS, social, push, ads, email, direct mail, and custom journey activities
- Content production and builds: AMPscript for interactive email, mobile optimization, Einstein recommendations, and Content Builder SDK and customization
- Capabilities activation: Einstein, journey path optimizer, Social Studio, and Interaction Studio
- Unified customer view: Connecting all data sources and providing with a 360-degree customer view to solve data-silo issues
Transforming your business
Find out how to maximize Marketing Cloud’s robust capabilities in DEG parent company dentsu’s ebook, Using Salesforce Marketing Cloud to Drive Your Digital Transformation.