Interview: Salesforce Marketing Cloud on empowering ecommerce success through innovation

Mobile Marketing Magazine sits down with Blake Miller, Senior Director of Product Marketing at Salesforce Marketing Cloud to discuss prioritising data security, streamlining mobile campaigns for efficiency and cross-channel marketing challenges.

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Streamlining mobile campaigns for efficiency

For the marketing automation company, taking a platform approach is essential for brands looking to optimise their mobile campaigns. Miller emphasises viewing mobile as a device with multiple channels and encourages marketers to create customer journeys using real-time data.

For Salesforce Marketing Cloud this means marketers can “confidently auto-generate personalised content at scale and across multiple channels to meaningfully engage with their customers,” he tells Mobile Marketing Magazine.

Miller uses Marks & Spencer as an example, which personalises millions of daily interactions with shoppers.

“It’s important that every one of our customers knows that relevant and effective guardrails are already in place to limit hallucinations and bias, reinforce privacy and robust data governance, and deliver results.”

Empowering ecommerce via innovation

Salesforce Marketing Cloud recently unveiled innovations aimed at helping retail marketers harness real-time data and AI for trusted, connected commerce experiences.

Features such as segment and content creation for Marketing Cloud engagement empower retailers to build segments effortlessly and automatically create personalised visual content, he reveals.

“We empower marketers to create customer journeys, using real-time data, connecting with users on their preferred mobile channel, for some customers that maybe WhatsApp or SMS and others may engage mostly in a brand’s app.

“Marketers want to be able to use the same AI-powered journeys across every channel so they can focus on delivering customer success by engaging customers where they are and building loyalty.”

Speaking of AI, Miller reveals the tool plays a pivotal part in the company’s strategy.

This year, Salesforce Marketing Cloud integrated both generative and predictive AI capabilities into its strategy. As a result, Miller claims utilising AI across the entire campaign lifecycle is revolutionising how companies interact with their marketing systems.

He says: “Data Cloud for Marketing supplies marketers with trusted first-party data so they can leverage AI to scale content, personalisation, and analytics across their campaigns.”

Prioritising data security

Miller also highlights the importance of accurate and quality data, citing recent Salesforce research that identified marketers’ primary concern with Generative AI as the need for trusted customer data.

As a result, 63% of people said trusted customer data is required for generative AI to work.

However, Salesforce believes that through initiatives such as its Einstein Trust Layer, ensure data privacy and security standards are maintained while “benefiting from generative AI”.

Staying ahead through collaboration

“Salesforce works closely with our customers and partners to understand how they are engaging with their customers on mobile channels and how we can help them leverage data and AI to improve how they connect with customers across every interaction,” he states.

By understanding how businesses engage with their customers on mobile channels, Salesforce can help them leverage data and AI to enhance interactions.

He notes: “The really exciting opportunity with the advancements in AI, is marketers are going to be able to be more strategic and creative.

“For example with generative AI, brands can build out lots of versions of content really quickly to test across different channels and use AI-powered insights to optimise marketing campaigns.

 “AI is going to unleash Marketers’ creativity and greatly improve the customer experience,” Miller states.