As companies adjusted to meet the convenience-centered customer experiences demanded by consumers over the last year, digital-first became the new normal. But consumers are now ready to both engage on their computers and venture outside their homes. This makes it imperative for brands to create consistent in-person and digital experiences with smooth transitions between the two. And technology is the foundation of this endeavor.

Why a solid technology stack is essential for your business 

When your customer data is all in the same ecosystem, you can provide personalized brand encounters that consumers now expect. Here is a simplified example of different touchpoints your customer may hit on their journey to purchase. 

  • Social Media (Awareness) 
  • Website Chatbot (Engagement) 
  • Purchase (Conversion) 
  • Email Newsletter (Loyalty) 

If these systems aren’t communicating with each other, it’s impossible to create a cohesive experience for the customer. A tech stack, like Salesforce’s, takes the guess work out of your marketing strategy so you can serve them with the right content, for the right product, at the right time. 

Giving its critical role, software giants like Salesforce, Adobe, and Oracle have become household names. But only Salesforce has been able to realize both a meteoric rise and a comprehensive breadth of marketing platform capabilities. After becoming the first of the software companies to reach $10B in revenue in November 2017, it took less than three years for Salesforce to hit the $20B mark. 

Obstacles to optimizing your technology stack

Once you land on a tech stack to use for your marketing, having access to platforms is just the start. You also need to optimize the platforms to fit your brand and your customer’s journey. While there are no one-size-fits-all solutions, there are a few obstacles that every business encounters: 

  • Budget constraints: It’s no secret that marketing budgets are tight following a rocky and uncertain year, and an overhaul of your technology platforms is going to be a significant investment. 
  • Business model changes: Given the events of the past year, there is a chance that brands implemented technology a few years ago to serve a specific set of needs, and now those needs have evolved. 
  • Higher third-party media costs: Due to algorithm changes and a high demand from advertisers, it’s become increasingly more expensive to generate conversions on media platforms like Google and Facebook. 
  • Limited internal resources: Scaling your efforts may require human power and hours your team just doesn’t have yet. In this case, partnering with an agency might be a good option for your brand. 
  • Increased privacy regulations: The foundation of many marketing efforts were built on acquiring data in ways that are no longer allowed. While this is great news for the consumer, this means that businesses must put in more effort to acquire and track first-party data. 

How Salesforce technology can make your life easier  

A great place to start optimizing your tech stack is with Salesforce’s largest customer-facing clouds: 

  • Marketing Cloud – emails, SMS messages, advertising 
  • Commerce Cloud – ecommerce websites, artificial intelligence, personalization 
  • Service Cloud – social media, chatbots, website integration 

Each cloud offers robust solutions that go beyond meeting your business goals and help automate the processes to do so. These three platforms track audience behavior and serve up personalized content for where the consumer is at in the customer journey. Start by understanding your objectives and goals, and then build your tech stack to support them instead of the other way around. 

Start Optimizing Today

Get a head start on optimizing your Salesforce technology stack, by downloading this ebook. And learn more about how DEG is one of the most accomplished Salesforce partners in the country as the leading Salesforce agency within dentsu.  

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