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Marketing Cloud Engagement

Build relationships with engagement marketing tools, powered by AI. Activate your data to deliver personalized campaigns at scale and increase customer lifetime value.

What can you do with an engagement marketing platform?

Create and deliver AI-powered, personalized campaigns connecting every moment of customer engagement.

Activate relevant customer data at scale.

Design and deliver personalized customer journeys that improve engagement and conversions — across the entire lifecycle. Use simple, drag-and-drop tools to streamline journey creation — with messaging, content, and AI-decisioning built into a single workflow. Automate triggered experiences, like post-purchase or cross-selling, using data from various data sources or API events. And optimize each individual experience using real-time customer data, which ensures relevancy at every moment.

Customer journey schematic.

Integrate any type of customer message, even offline channels, into your customer journeys. Deliver a connected marketing experience that uses AI and decisioning to better engage your customers, no matter where they are. Using email, mobile push, SMS, third-party messaging, advertising — or even direct mail — you can design, build, and deploy those moments, all in one central console.

Cross-channel customer experience.

Unify departmental silos to simplify the customer experience. With native integrations across Salesforce products, you can build connected journeys, regardless of whether your customers are engaging with marketing channels, service centers, sales reps, or loyalty programs. Power engagements with integrated activities across the platform — such as a service center follow-up, triggered by a negative customer survey result.

Connected journey schematic.
Customer journey schematic.
Cross-channel customer experience.
Connected journey schematic.

Engage with hyper-dynamic content on the right channel.

Push the limits of email personalization and campaign efficiency with AI. Choose from prebuilt templates or create tailored customer emails from scratch. Integrate all of your campaigns, including transactional and promotional messages, and manage your email sender score, with a single platform. Choose the right piece of content for each customer, from a convenient, consolidated library.

Personalized promotional email for a streaming service.

Reach your customers on their preferred channels with integrated in-app engagement. With push messaging, you can use geotargeting or behavioral data to deliver relevant and timely messages that maximize both app engagement and ROI.

Different Mobile App Engagements

Engage customers with bidirectional mobile messaging platforms — like SMS, WhatsApp, and LINE — so that customers can connect directly with your brand. Learn more about your customers by interacting with them through conversational marketing for engagements like appointment confirmations, surveys, or building preferences — all while delivering impactful experiences that build strong, brand-customer relationships.

Example of a personalized WhatsApp Message.
Personalized promotional email for a streaming service.
Different Mobile App Engagements
Example of a personalized WhatsApp Message.

Maximize marketing effectiveness.

Knowledge is power — so grow your marketing with stronger analytics. Analyze journey performance with built-in dashboards to optimize your campaigns across email, mobile, and advertising. With easy filtering, sorting, and grouping capabilities, you can build custom reports and easily share insights with key stakeholders. Use performance data to optimize campaigns — all to help you drive engagement and grow customer lifetime value.

Intelligence report interface.

Connect campaigns with Google Analytics for a deeper understanding of customer behavior across email, web, and mobile journeys. GA4 collects both website and app data to provide a holistic view of customer engagement — so marketers can optimize existing campaigns and the entire ecosystem of journeys. With this integration, marketers can also manage Google audiences and segments directly in Marketing Cloud Engagement to refine segments, trigger journey experiences, and reach customers with targeted ads.

Google analytics interface.

Activate first-party audience segments across the digital ad ecosystem to power your customer acquisition and conversion campaigns. Choose from Google, Meta, Twitter, and more to extend your reach, leveraging first-party customer data to enhance your targeting and messaging for more relevant advertising experiences. Engage segments with advertising-specific campaigns or add advertising within your customer journeys for connected cross-channel experiences

Advertisement for a pair of women's shoes.
Intelligence report interface.
Google analytics interface.
Advertisement for a pair of women's shoes.
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Marketing Cloud Engagement FAQ

A marketing engagement platform helps marketers, businesses, and brands create and implement strategies to engage with their customers and build long-term relationships. It combines various marketing channels, like email, mobile messaging, chat apps (WhatsApp), and more with campaign management to engage with customers throughout their journey, from initial awareness to post-purchase engagement.

Engagement marketing platforms provide features such as customer segmentation, personalized messaging, social media integration, email marketing automation, analytics, and campaign management. The goal is to create meaningful engagement, drive customer connect, and build loyalty by delivering relevant and valuable content or experiences.

Marketing Engagement platforms enable brands to build loyal customer relationships with a range of marketing activities, including lead generation, customer retention, brand advocacy, and upselling/cross-selling. Using an engagement marketing platform effectively, businesses can enhance customer satisfaction, strengthen brand loyalty, and ultimately drive growth and revenue.

Choose the engagement platform that best suits your business's needs, aligns with your goals, and empowers you to execute effective and successful marketing campaigns across multiple channels. Key considerations include native connectivity to your data as well as marketing, commerce, and service experiences, channel breadth, flexibility to manage simple and complex journeys, native measurement tools, embedded AI, customer support and training resources, reputation (for example analyst reports and product reviews), as well as dependability and scalability.

Marketing Engagement is the evolution of ExactTarget platform that was acquired by Salesforce. Marketing Engagement has greatly expanded on the original ExactTarget features and functionalities and incorporates additional messaging, data integrations, channels, and AI capabilities.

Journey Builder is the campaign management tool at the heart of Marketing Engagement, with several embedded, marketer-friendly AI features like send-time optimization, engagement frequency, and multi-variant testing. With pre-build Journey templates, customers are able to get started sending promotional and transactional emails, mobile messages, like push and SMS, and any custom channels quickly.

Advertising Studio is one of the channels that can be used for audience activation in Marketing Engagement. Advertising audience targets can be added into journeys along with email, mobile messages, and so on, and can be added or removed from an audience based on engagement within the journey. Advertising supports audience mapping to Google, Facebook, Instagram, YouTube, Snapchat, LinkedIn and Twitter, as well as customer integrations.