How Marketing Cloud Gives You a Digital Advantage | Salesforce

How do you make every moment count across the entire customer journey? It really comes down to three your data strategy, your AI strategy, and your activation strategy. Whether you're trying to attract, engage or retain customers, the first step is to get to know them and in today's world, this is done through data. This starts with anonymous data and through each moment of engagement you gather more and more information about this person and eventually convert them into a customer. This is when you start capturing different types of known data like identity, historical, real time, unstructured and business data. The key is that you want to be able to stitch together both anonymous and known data so that you have the complete context of each customer's end to end journey with your brand and can take action. This is where Data Cloud can help we make it easy for you to seamlessly connect data from any source inside Salesforce or an external data lake or connected app and unify it into an operational customer profile. What do we mean by this? Unlike most data solutions, Data Cloud allows you to quickly access, segment and action your data so you can target the right audience on the right channel with the right message for every moment. Once you've unified all your data, you can then leverage AI to help you make sense of all that data and make your team more productive. This starts with gaining insights through data visualizations and AI recommendations to help you plan campaigns more efficiently. This includes tactics like writing the campaign brief, identifying and creating target audience segments, building customer journeys and personalizing offer recommendations. It can help with generating content at unprecedented scale, from images to email, subject lines and body copy, and also automating merchandising across digital storefronts and increasing productivity with order management. Now let's talk about activation. With marketing and commerce natively built on the Einstein one platform, you'll be able to seamlessly activate your data and use trusted AI to personalize moments across channels. For example, you can increase conversion rates by using data and AI to calculate propensity scores, predict next best products, and personalize buying journeys across email, mobile, web, digital and physical shopping channels, social platforms and loyalty programs. You can also target more customers like your best customers with highly personalized ads by creating lookalike audiences and then sending those to ad platforms like Google Meta and Amazon. Or use data and AI to help sales prioritize the hottest leads and personalize communications and help service reps proactively address issues and resolve cases faster. This is unique to Salesforce as well as our ability to then collect all of the data from those moments to help you continually optimize performance and grow both relationships and revenue. And that's how you make every moment count with Salesforce.