In a world where the attention span of a consumer has dropped significantly, businesses across the globe are optimizing their operations to ensure their customers get a personalized experience every time.
Almost 78% of marketers across the globe have said that personalization has an extremely strong impact on advancing customer relationships.
So, when it comes to ensuring a consistent and personalized user experience across various touchpoints, there has to be the right tool to ensure that.
Salesforce’s Marketing Cloud offers a host of user personalization features that can help a business provide a more robust personalization service to its users. Here are a few things to know about using the marketing cloud.
7 Things To Know When Using Marketing Cloud for User Personalization
- Aligning Internal Teams
When it comes to implementing Marketing Cloud’s Personalization features, there have to be certain things that a business should align beforehand. There are various complexities and resources which need to be present. Moreover, the internal team needs to be aligned on the same too.
For instance, the website team might require an orientation for how to deploy a code for tracking user activities, the marketing team to create creatives with specific messages, and so on.
2. Better Overall Productivity
With Salesforce’s automated personalization tools, the entire team can focus on other stuff, instead of manually typing out responses, creating emails, and communicating for other touchpoints.
These tools can utilize the existing customer data, and recommend the right kind of communication, as per their preferences and interests.
3. Can be used for multiple use cases
Every business has specific use cases which they can use to implement Marketing Cloud Personalization features. The areas these businesses might utilize it in might differ, but the goal remains the same – to bring in a certain degree of personalization.
a) Retail: Driving conversions, building long-term relationships, customer loyalty
b) Financial Services: Personalization use cases for financial services campaigns, which helps them with the best offers
c) Travel & Hospitality Industry: The travel industry can use personalized ads and offers for users who have been searching about a specific location, and provide loyalty bonuses, or discounts to further increase their purchase intent
d) Building User Journeys: Building user journeys for retaining customers and a better user experience
4. Provides predictive insights
Marketing Cloud uses machine learning algorithms to analyze customer behavior and recommend the best steps for marketers. Putting these insights to better use can help in delivering highly relevant content.
5. Access to real-time data
Salesforce Marketing Cloud has access to analyze and collect data in real-time, enabling businesses to respond quickly and change customer preferences. Further, it monitors how a user behaves, which gives them access to a more definitive use case for every consumer.
6. Identifying the right audience
Before anything else, the first question that every business should ask is- who are we selling to?
Creating user personas can help a business take the right steps, and create strategies that cater to the audience falling in this persona. It doesn’t matter whether the user is a first-time visitor or a repeated visitor.
Is Marketing Cloud Personalization Worth It?
Many businesses usually take a step back when it comes to figuring out how to deploy Marketing Cloud at their organizations.
Marketing Cloud personalization requires a company to set up the personalization content that will be required while conducting the activities.
All of that highly detailed, personalized, and precise content pieces need to be generated beforehand, so they can be automated and personalized later on. The good thing is that all of those efforts are completely worth it, in the coming years.
Almost, 67% of customers actually want brands to automatically adjust their content as per the customer’s preferences and choices. Having an intuitive tool like Salesforce’s Marketing Cloud makes that job easier.
Making Most of Salesforce Marketing Cloud for User Personalization
Personalization has turned out to become one of the best tools that a business can use when it comes to catering to their customers at various touchpoints.
Real-time personalization can be the differentiator between businesses as they compete to have their customer’s attention.
To further figure out the right features and benefits of Marketing Cloud Personalization, it is also essential to have the right partner like CEPTES by your side. CEPTES has been providing Salesforce implementation, managed services, and advisory consultation to some of the top companies across 5 continents.
Get in touch with CEPTES today to learn how Salesforce Marketing Cloud personalization can help your business excel.
