“We’ve extended systems, brought that code forward to run on new devices, which is a powerful statement from our company," he added. "Huge transformation is coming in one-to one marketing. It doesn’t matter if you’re a B2B or a B2C company. At CES this week, it’s all about the 'Internet of Things.' We’re moving in to an incredible new time.”
One Salesforce.com customer, Sony, which uses the Salesforce.com ExactTarget Marketing Cloud, is tapping into some of the segmentation and reporting capabilities available in-platform, such as Pulse, “which allows us to analyze customer actions in real time,” according to Sony’s VP of relationship marketing, Darren Carter.
Sony customer data comes from myriad sources ranging from online gaming activity to in-store purchases and social media; the company uses the Marketing Cloud to record customer interactions, such as monitoring what levels a gamer reached and the best time to activate and surface an email offer for a free gift or digital download to specific user profiles.
Sony uses some of the new features available in the ExactTarget Marketing Cloud, including customer life-cycle maps and triggers, personalized content creation and some of the geofencing capabilities, which allow the company to, for instance, surface a push notification or an email with a QR code to push to a racing gamer near a mall kiosk. Although the gaming giant does use bigger, “brand campaigns, [gamers find them more relevant] on a one-to-one level.”
Salesforce.com has “made a substantial investment in marketing,” said Amanda Leet, VP of marketing at ExactTarget. “Because of connected devices and apps, marketing has gone from fragmented and one-to-many to [driving demand] for seamless, one-to-one-experiences.”