There are a handful of reasons for this:
Posted: Mon Dec 23, 2024 6:04 am
Marketing AI is the product name for all of the AI features accessible for customers of Marketing Cloud Engagement, Account Engagement, and Marketing Cloud Growth. Marketing GPT refers to the generative AI tools, specifically.
Still with me? Phew.
Now, there are a bunch of capabilities and benefits that come with Salesforce Marketing AI but today, I want to look at one in particular: how Marketing Cloud uses AI to improve personalisation.
Why personalisation?
You don’t need me to tell you that personalised content is more effective than generic content - I’m sure you’re well aware! Marketers don’t need to be convinced of the merits of personalisation. The challenge lies in actually creating it.
In a survey of 350 executives, Gartner found that about two-thirds (63%) of digital marketing leaders said they continue to struggle with personalisation.
Making sense of mass amounts of data is difficult.
Prospect data is often stale and irrelevant.
Duplicate data.
Disconnect in data stored across multiple systems.
Unable to create highly targeted audience segments quickly.
Unable to deliver content in real time, based on behaviour.
Difficulty measuring the impact of personalisation.
Of course, many of these challenges can be solved with the right cameroon phone number technology, and that’s the crux of it. Until recently, doing all of the above has required largely manual and time-consuming efforts.
Enter AI.
The effects of Marketing AI on personalisation
The features of Salesforce Marketing GPT solve some (but not all) of these challenges.
Firstly, there’s ‘Rapid Identity Resolution’, which works to identify duplicate contacts across systems connected in Salesforce Data Cloud. These duplicates can then be unified into a single customer profile and used in audience segmentation with 100% confidence.
Then, there’s ‘Segment Creation’; an incredibly straightforward way to create audience segments using natural language prompts. No need for SQL queries or manual data handling and building dozens of dynamic lists. AI will do the hard work for you.
Lastly, there’s ‘Segment Intelligence for Data Cloud’, which enables you to see audience engagement across all of your platforms, including first and third-party data. The machine will identify insights for you, speeding up analysis and reporting significantly.
Still with me? Phew.
Now, there are a bunch of capabilities and benefits that come with Salesforce Marketing AI but today, I want to look at one in particular: how Marketing Cloud uses AI to improve personalisation.
Why personalisation?
You don’t need me to tell you that personalised content is more effective than generic content - I’m sure you’re well aware! Marketers don’t need to be convinced of the merits of personalisation. The challenge lies in actually creating it.
In a survey of 350 executives, Gartner found that about two-thirds (63%) of digital marketing leaders said they continue to struggle with personalisation.
Making sense of mass amounts of data is difficult.
Prospect data is often stale and irrelevant.
Duplicate data.
Disconnect in data stored across multiple systems.
Unable to create highly targeted audience segments quickly.
Unable to deliver content in real time, based on behaviour.
Difficulty measuring the impact of personalisation.
Of course, many of these challenges can be solved with the right cameroon phone number technology, and that’s the crux of it. Until recently, doing all of the above has required largely manual and time-consuming efforts.
Enter AI.
The effects of Marketing AI on personalisation
The features of Salesforce Marketing GPT solve some (but not all) of these challenges.
Firstly, there’s ‘Rapid Identity Resolution’, which works to identify duplicate contacts across systems connected in Salesforce Data Cloud. These duplicates can then be unified into a single customer profile and used in audience segmentation with 100% confidence.
Then, there’s ‘Segment Creation’; an incredibly straightforward way to create audience segments using natural language prompts. No need for SQL queries or manual data handling and building dozens of dynamic lists. AI will do the hard work for you.
Lastly, there’s ‘Segment Intelligence for Data Cloud’, which enables you to see audience engagement across all of your platforms, including first and third-party data. The machine will identify insights for you, speeding up analysis and reporting significantly.