Introducing Marketing Cloud Interaction Studio — Instantly Deliver Contextually Relevant Marketing Experiences
We’re excited to announce today Interaction Studio, a new Marketing Cloud solution that enables companies to deliver contextually relevant experiences in real-time across their channels.
How does it work? Interaction Studio reacts to the real-time behavior of consumers as they interact with a brand’s owned channels, including online through email, social and mobile, and offline via in-store or kiosks. [Click to Tweet] For example, if a consumer clicks on a certain offer from a brand and then logs into the mobile app or calls the service center, Interaction Studio instantly updates individual consumer engagement profiles with those real-time actions. With that context, Marketing Cloud can deliver the next best experience — such as relevant promotions, discounts or other content — at any moment as consumers engage with the brand.
Unfortunately, most companies today are using multiple siloed, channel-specific marketing solutions, which also lack the real-time context they need from consumer interactions to deliver personalized consumer experiences. According to Salesforce Research, less than 25 percent of marketers are completely satisfied with their ability to deliver the right message, in the right channel, at the right time. The same research finds that more than half of consumers surveyed say personalized engagement based on past interactions is very important to winning their business.
Interaction Studio offers marketers:
- Real-Time Offer Management: Interaction Studio suggests the next best offer for consumers across all channels based on how they behave on a company’s owned channels. That offer can be delivered through a personalized email, an app notification or even an in-store engagement where a sales rep accesses a consumer’s profile to view recommended offers. For example, if a consumer were browsing a retail site for red shoes, but doesn’t checkout, Interaction Studio captures that information and can then automatically present an offer for similar shoes to the consumer through any owned channel, even in the physical store.
- Campaign Orchestration: Interaction Studio’s sophisticated decision engine allows marketers to control campaigns at scale, using frequency capping and business rules to ensure each offer, message and journey is relevant to the customer. For example, let’s say a person is initially looking at opening a savings account on a financial services website, but then starts to browse for 401K plans. The behavior indicates the person has an interest in a 401K product and, with campaign orchestration, the financial services company can automatically include the person in a 401K campaign to show them content relevant to 401Ks on the website and through email marketing.
- Lifecycle Insights: With analytics and visualizations, marketers can better understand engagement trends that will help them develop marketing experiences that resonate with consumers. Marketers can visualize how consumers have interacted with different touchpoints or channels, such as email or a commerce site, as well as gain insights into how consumers move across lifecycle stages such as awareness, exploration and enrollment.
Interaction Studio expands on the cross-channel experience capabilities of Marketing Cloud Journey Builder. As consumers traverse through journeys built and managed in Journey Builder, their state and context changes. Journey Builder’s native integration with Interaction Studio makes it seamless to instantly insert into or switch consumers from one journey to another based on the real-time interactions they have with a brand. For example, once a consumer creates an account on a retailer’s website, they can be instantly removed from an “account complete abandon” journey and added to an “activation promo journey.” In addition, within Journey Builder, Interaction Studio manages real-time eligibility and frequency-capping before sending a promotion — ensuring that the right message is delivered based on the consumer’s context.
Interaction Studio is generally available today. For more information about Interaction Studio, please visit: https://www.salesforce.com/products/marketing-cloud/customer-interaction/