THE digital marketing arm of CRM specialist Salesforce.com, is offering marketers the ability to follow customers into stores, into the gym and even into the mobile games they play in order to ping them marketing messages.
The company has launched a product that allows brands to send marketing messages to people within the apps on their mobile devices, including wearables, and manage them as part of a centralised marketing software suite.
The new capability enables brands to “create windows to push content into the application”, according to Derek Laney, regional head of product marketing for the digital marketing division.
“I can do things inside the application, for example while you’re working out or while you’re browsing in an online store,” Mr Laney said.
“It’s not just about advertising,” he said. “It’s going to be relevant information. It might be of a service nature,” he said.
“Apps are now a much more important part of the marketing cloud because of the richness of data that comes with them and the connectivity with wearables,” he said.
According to the company, the product closes the loop between marketing in the physical and the digital world.
Mr Laney cited the example of Fitbit wearable devices that analyse the wearer’s personal physical data, which could be used to trigger communications messages.
“If your heart rate reaches 120 that could be another trigger. From there I want to communicate that you’re doing well.
“This data given off by the devices allows a conversation with the customer right through this process.”
The new capability has been added to the company’s suite of digital marketing software, enabling marketers to manage email, online, social and mobile communications from a single point.
Sony PlayStation CRM manager Sabine Vanin said the gaming company was using it to “analyse in-game data to deliver personalised content across digital channels and connect with gamers in entirely new ways”.
There are 2.2 million apps available on the Apple App Store and Google Play, and last year, they were downloaded a total of 80 billion times — a number that is tipped to double by 2017, according to research firm eMarketer.
“Organisations that haven’t been able to have a relationship with customers are now able to identify who they are,” Mr Laney said.
“The vision for this is it comes together and we have one platform regardless of whether it’s a sales, service or marketing function,” he said.
The company also announced an alliance with global advertising group Omnicom to use its marketing cloud software to help manage their brands’ interactions with their customers.
“This is the first customer relationship management alliance that enables Omnicom to have a single customer journey platform,” he said
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