In the collective imagination, the “roaring twenties” of the last century evoke times of economic expansion and social progress. In a similar way, the twenties of the 21st century are already linked to important technological transformations and the digital marketing revolution. Although at the beginning we have had to live through moments of great difficulty, derived from the appearance of the coronavirus pandemic, this decade that we have only just begun may end up bringing new times of prosperity and opportunities for all those who bet decisively on digitization .
Next Tuesday, June 28, the Marketing Summit to be held at the College of Architects of Madrid (COAM) will offer the opportunity to learn first-hand how companies and organizations that trust the leading company in Customer Relationship Management Salesforce uses technology and data to create much more empathetic relationships with their customers.
As María Ángeles Santos, vice president of Marketing Cloud at Salesforce Spain and Portugal, points out, "if marketing professionals can, thanks to technology, be truly dedicated to creating experiences at the right time and channel and with the right message, in instead of spending their time on repetitive and automatic tasks, the result for the end customer will be a much more human experience”.
Evidently, digitization has led to the appearance of a new citizen profile that aspires to benefit from the convenience and immediacy offered by technology, without giving up humane and personalized treatment by brands. This poses new challenges for the marketing sector, which must be able to improve the customer experience and, at the same time, advance the growth of its companies and optimize the return on investment.
The latest reports from the Salesforce State of Marketing Report indicate that 80% of professionals in this field are aware of their responsibility when leading the customer experience. Also, 94% of them say they feel like the growth engine of their companies. Thus, the marketing divisions of the brands have a double and demanding task that will be crucial to achieve good global results.
For this work to be successful, as Santos explains, it is necessary to make "the intelligence of the data available to the professional who has direct contact with the client". However, the truth is that, today, more than half of the people who work in marketers still carry out their personalization tasks manually. Of these, 29% can take a week or so to obtain the necessary data segmentation to be able to send personalized messages.
In addition, the disappearance of the so-called third party data or third-party cookies adds greater complexity to daily practice, since it forces a different approach always based on the client's consent. Therefore, a profound rethinking of the initiatives is necessary, both at the level of data collection and in the personalization of actions.
This that we have just pointed out especially affects the analysis of campaigns, since traditional metrics, such as email open rates, are now much less accessible. That is why it is necessary to have new indicators and solutions such as those offered by Salesforce, to accurately measure performance, better understand the customer and offer experiences that are not perceived as intrusive.
In the words of Santos, “not only do third-party cookies disappear, but the way of working with the client is changing, and will change even more. For this reason, it is increasingly important to manage the so-called “first party” data well; that is, those that we obtain directly. Platforms like ours allow us to have a single, end-to-end view of the client”.
Salesforce has managed to express in clear, everyday language its vision on how to take advantage of all the possibilities of digital marketing to ensure that companies can put their customers at the center of their strategy. The main differential value of Salesforce Marketing Cloud is, without a doubt, the constant innovation that allows it to adapt without difficulty to any change.
Its state-of-the-art proposal is centralized in the so-called Customer Data Platform (CPD), an ideal source to get to know customers in depth and be able to interact with them, which allows a company of any size, whether it is B2C (Business-to- -Consumer) and B2B (Business-to-Business), manage first-party data, from unification, identity management or identification of unique customer profiles to segmentation and activation of campaigns, both in own and external channels, always placing privacy and trust at the core of the entire process.
The objective is to stimulate personalization, creating recommendations, offers and experiences in real time, adapted to each client; and engagement, connecting businesses and customers through mail products, mobile devices, advertising, and travel products.
Its loyalty tools allow you to target marketing and sales around prospects and buyers to get deals closed faster. And Intelligence solutions help unify analysis and optimize results. All this allows us to successfully face the new challenges in which we are immersed, with a global approach based on synergies between the different departments and a single vision of the client that ensures that the current twenties can be as "happy" as those of the past. century.
