The last few years have shown us just how important personalisation is to a brand’s digital strategy. According to the latest State of the Connected Customer Report, 73% of customers expect companies to understand their unique needs and expectations.
That demand is apparent, but marketers face three main challenges in addressing it:
The stakes are much higher and the competition more intense. But there is good news — marketers can now access more data and better technology to create better customer experiences.
On that note, here’s a look at six new features in the latest Marketing Cloud release that can help you personalise your marketing strategies.
As a marketer, you need to ensure you’re delivering the right message to the right audience. With Data Extension Query Support, you can analyse the performance of your messaging by unique audience attributes stored in Marketing Cloud’s Data Extensions. This helps drive higher engagement and brand loyalty. With this new feature, you can:
Triggered Campaign Messages combines the best of Marketing Cloud Personalisation with the powerful outbound communication engine of Journey Builder. This can help you reengage customers on their preferred channel. Deliver personalised, relevant messages based on deep, contextual customer behaviour, all in real time to:
When it came to prospects interacting with marketing assets, marketers previously needed to run multiple automations to segment effectively and at scale. The new Conditional Completion Actions allow marketers to run these automations in one place. Get even more granular with personalisation on your emails, forms, and other assets by only triggering follow-up actions if a prospect meets a certain set of criteria. You can now:
Customers are investing increasingly in enterprise database software. These databases act as repositories of information from all teams across the entire organisation. Previously, getting data from the marketing team was a hassle. Marketing data is often complicated and relatively siloed, so teams are tasked with making marketing data more accessible enterprise-wide. We are meeting this trend of database investment with the new Database Exports feature. With Database Exports you can:
Are you worried that your customers will feel email fatigue from too many messages? The new “What-If” analyser tile on the Einstein Engagement Frequency dashboard predicts how your next email send will affect engagement. This will help you: