Salesforce.com Focuses on One-to-One Relationships with Mobile Offering, Omnicom Partnership

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Mobile apps have become the center of the customer experience and to help marketers engage consumers, Salesforce.com launched its "Journey Builder for Apps" on Tuesday at its ExactTarget Connections 2014 conference.
Customer Relationship Management

Mobile apps have become the center of the customer experience and to help marketers engage consumers, Salesforce.com launched its "Journey Builder for Apps" on Tuesday at its ExactTarget Connections 2014 conference.

Journey Builder for Apps is built on the Salesforce1 platform and is integrated with the ExactTarget Marketing Cloud. It is an update to the Journey Builder tool that Salesforce.com launched in July for creating unified customer experiences across multiple channels.

To convert prospects into customers, companies must engage people throughout the customer journey and meet their needs and interests. Salesforce.com.com focused on trends impacting the customer journey at its ExactTarget Connections 2014 conference with the theme, "the journey is the reward."

Journey Builder for Apps is designed to let marketers deliver app experiences that are tailored to each person's overall journey from prospect to customer using CRM data and analytics. And with more than two million apps on Apple's App Store and Google Play, companies are hard-pressed to drive app downloads and engage returning users. "You have to pivot to your customer," said CEO Marc Benioff. "You have to become a customer company and all of this is happening through apps."

Salesforce.com executives demonstrated Journey Builder for Apps with its customers FitBit and LiveNation in Indianapolis. New FitBit users, for example, will receive a welcome email encouraging them to download the mobile app and if they accept push notifications, FitBit can send alerts to users when they are near certain locations, such as a gym. Similarly, LiveNation can send customers triggered alerts and remainders of upcoming concerts based on what the company knows about the customer's interests.

Salesforce.com also unveiled a partnership with agency holding company Omnicom Group to deliver CRM data, including data from mobile devices, call centers, emails, and sales transactions, to Omnicom agencies. Annalect, Omnicom's data, technology, and analytics arm, will manage the data from the partnership.

Last summer, Omnicom made Salesforce.com.com's social advertising tool Social.com available to its agencies along with social publishing and listening tools Buddy Media and Radian6. The goal is to deliver relevant messages to consumers at the right time, said Omnicom Digital CEO Jonathan Nelson.

"CRM data is very interesting to us because it's primary data," Nelson said during a keynote. "It's not third-party data like Nielsen data." In a conversation with 1to1 Media, Nelson elaborated on this statement, noting that Omnicom is not reducing its use of third-party data, and will leverage both types of data to offer more precise messages to customers.

"Companies don't spend enough time marketing to existing customers," he said. "You should know who your customers are and CRM data can help us do that better and deliver more of what someone wants, as well as find new customers with similar interests."

Ad agencies are bulking up on CRM data. Salesforce.com and Omnicom's new partnership follows on the heels of a deal that Adobe made with Publicis Groupe two weeks ago. Under the agreement, Publicis Groupe agencies will be able to access marketing intelligence, identify and build audience segments, deliver campaigns, and measure them through a platform powered by the Adobe Marketing Cloud.

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