What is the connection between a marketing automation tool and personalized marketing to build customer relationships? And why aren’t more brands delivering it?
It is more difficult for customers to remain loyal to a brand today as they will readily switch to a company that offers them a better customer experience. A recent Salesforce survey found that 84% of customers say that being treated like a person, not a number, is very important to winning their business. However, they feel that only 34% of companies deliver this kind of experience.
Why is this happening? Why do companies lose customer trustworthiness or fail to retain their loyalty and keep them close to their brand? Because of siloed systems, legacy tools, and lack of proper skill sets, many brands are struggling to create a single source of truth for their customer data. If you don’t truly know your customer, it’s impossible to personalize your marketing. And if you don't know how to use the data you have about customers, you can't offer the experiences they expect.
As cookies and third-party identifiers go away, effectively using first-party data is even more important. At the same time, customer concern over privacy has led them to be more reluctant to share their information without an equitable value exchange in the form of a personalized, helpful experience. So, it is becoming more and more important to have the necessary tools to use customer data as they expect and to capitalize on it and turn it into customer loyalty events.
This allows you to understand the complete picture for each customer and engage with relevancy. You can then humanize every moment, inspiring action, and loyalty by personalizing the total customer experience, at scale, on different channels (email, mobile, push notifications, social networks). And you can optimize impact and efficiency with greater visibility and insight through unified analytics.
Marketing Cloud is equipped with composable apps and services, clicks-to-code tools, and a robust ecosystem of ISV and partner apps that are prebuilt and pre-integrated on the platform. It also helps you communicate with customers on the channel they prefer, at the right time. Using customer data that is now centralized in Marketing Cloud, you can segment audiences to create better and relevant customer journeys with multi-channel messages.
As a Salesforce official reseller that specializes in Telecom, Banking, Insurance, Food & Beverage, Pharma, Aviation, Online, Utilities, Government, Ports, Holdings, Gaming industries and with teams certified in all Salesforce areas: Salesforce Sales, Marketing Cloud (B2B and B2C), Service Cloud, Community, Platform, Heroku, Commerce Cloud, Next Consult can implement Marketing Cloud quickly and efficiently. We’ll help you see and understand data to not only develop stronger marketing, but to build stronger relationships with your customers.