Lightning Architects

Today’s fierce business landscape with more and more competition growing every single day, customer experience is all that matters. From exceptional products and solutions to an overall transactional and business engagement experience, customers notice everything. It is what customers remember, and as such, today’s marketing efforts are strongly guided towards enhancing customer experience. To help marketers further in these initiatives, the Salesforce marketing cloud’s mobile studio becomes a very helpful tool. In this article we explain how this tool helps in creating a seamless customer experience for all. 

What Is Salesforce Marketing Cloud’s Mobile Studio

The Salesforce Marketing Cloud’s Mobile Studio is a unique tool which has been developed specifically to help digital marketing experts in creating helpful and unique mobile interaction experiences for customers. Through this tool, they can easily connect with their customers through mobile devices by crafting different types of messaging and notification solutions such as text messages or sms solutions, mms communications, push notifications, as well as in-app messaging options. This versatile tool helps in streamlining management and optimization of every mobile-based marketing strategy for brands and businesses. 

Core Features Of Salesforce Marketing Cloud’s Mobile Studio

The Salesforce Marketing Cloud’s Mobile Studio is a feature-rich platform which supports a variety of mobile messaging and interaction services. Some of its core features include the following: 

• In-App Messaging Capabilities: In app messaging options are useful for brands with their own app. Through these solutions, the brands can send helpful information such as discounts, deals, and offers to the customers while they are using the application. This is aimed at boosting conversion, displaying key promotions which can be leveraged by the users when making purchases. 

• Access To Salesforce Ecosystem: One of the most advantageous features of this platform is that users can integrate it with other Salesforce products and basically the overall ecosystem. This helps in optimization of functionality by allowing users to get access to customer data from other services and products including Salesforce Cloud. This helps in the creation of more effective marketing initiatives that can be personalized to suit individual mobile marketing plans. 

• Push Notifications: These are ideal for short information blasts via mobile phones, specifically the apps which can be leveraged as per the brand’s needs. Push notifications can be sent while the end-users are active on the particular app or in general while they are using their mobiles to ensure they get information about promotions and offers. In turn, this helps in amplifying engagement with the brand’s app, thereby boosting conversion rates. Moreover, the personalization options can be extended to push notifications, allowing brands to craft creative messages. 

• SMS and MMS: SMS and MMS services are a very helpful channel for brands to create attractive text messages and multimedia messages to convey information in creative content that pulls customer attention. Through the Salesforce Marketing Cloud’s Mobile Studio, these can be customized easily, and delivered immediately to customers, which is a vital feature for time-sensitive information transmission. 

Best Ways To Leverage This Product 

When using the Salesforce Marketing Cloud’s Mobile Studio, knowing how to make the best use of the tool is essential. This is because the platform offers wonderful features, which marketers need to have an understanding of in order to fully leverage their benefits and enhance customer experience. Here’s how to curate seamless customer experiences: 

• Automating Workflow: The Salesforce Marketing Cloud’s Mobile Studio offers tremendous workflow automation and management capabilities which is critical for saving time and resources while ensuring the marketing efforts are accomplished in a timely fashion. With these features, businesses can automate customer journeys based on their behaviors and history of interactions to maintain consistency as well as for powering scalability of marketing efforts without the need for human intervention. 

• Targeted Engagement: Through customized messaging and automatic delivery settings in place, brands can create targeted messaging and customer engagement campaigns, ensuring that their advertisements are relevant to the particular consumer. Through these configurations, it is simple to ensure timely conveyance of relevant information, which translates into greater conversions. 

• Agile Content Personalization: This capability makes it possible for brands to utilize the collected unique customer information based on their browsing patterns and purchase histories to dynamically curate exclusive content and messages that appeals to their particular preferences. Because customers get tailored information, they are more likely to engage with the brand or the app, which equals greater client satisfaction. 

• Harnessing The Power Of Analytics: The Salesforce Marketing Cloud’s Mobile Studio can be utilized for its amazing analytics capabilities as well. The platform offers real-time analytics which can be used as valuable insights for tracking campaign performance and success, identifying gaps, and modifying initiatives to boost performance further. It gathers metrics data such as conversion rates, click-through rates, etc, which helps in taking data-driven decisions for enhancing current campaigns or benefiting future marketing campaigns. 

• Making Message Variables: The Salesforce Marketing Cloud’s Mobile Studio allows creating  multiple versions of messages and testing them to assess which version best works for the brand’s success. This can be done for every kind of message including in-app messages, text messages, mms messages, and push notifications. Through this, brands can analyze which kind of content works best for their purpose and make the right choices for promoting their efforts. Messages can be improved through these practices to enhance their impact before being launched to the customers. 

• Audience Segmentation: A majority of brands cater to a wide audience base that can be categorized into different segments based on a variety of factors. The Salesforce Marketing Cloud’s Mobile Studio allows brands to leverage the audience segmentation capabilities to create marketing efforts and modify versions of the initiatives to best attract every single target audience segment. It also allows them to create targeted campaigns for specific audience brackets. 

Salesforce Marketing Cloud’s Mobile Studio Usage Best Practices 

Now that you are equipped with the knowledge of how this platform can be utilized and leveraged for boosting marketing campaign performance, it is also essential to understand some of the best usage practices when dealing with it to ensure complete transparency and maximum impact. Here are some key practices to observe: 

•  Privacy And Data Security:  Consumer privacy management is the core of building seamless customer journeys. Salesforce has emphasized the importance of following the proper data privacy plans that encompass providing direct and opt-in and as well as opt-out options for the end customers and also being vigilant in the protection of the private/ confidential details of the client.  In this regards, brands have to seek permission from customers to capture this information that they can glean from check in options. They must also be keen to offer clients to decline to offer the alleged information if they’re not willing or to unsubscribe from the brand name’s services whenever they want. For instance, if a brand name involves normal messages the consumer must be allowed to opt out of such messages to avoid being bothered. This is important for ensuring that conformity to the stipulated requirements has been met. Besides, it plays a vital role in the reduction of risks such as information leakage to customers’ data as well as improving their confidence in the business.

• Impactful Messaging: There is another important thing to do to achieve the maximum results for your brand working with Salesforce, and this is the messaging. It is important to create uncomplicated and relevant messages from the point of view of customers; beautiful; persuasive enough to grab the attention of the customer so as to create effective and efficient marketing campaigns. Therefore, to make one elicit a positive response, brands should focus on the content and try to refrain from the content being too long while making sure that callers can understand the duration’s purpose. This results in improved engagement with the clients as they seek assistance with their cases to be ‘perfected’.

• Integrating CTA: A call to action is another one of the key best practices which brands can leverage from when utilizing the Salesforce Marketing Cloud’s Mobile Studio. This allows brands to encourage users to make purchases, browse product options, and leverage exclusive offers to save money. A good call to action enables brands to benefit from higher consumer conversions and increased sales which is the key goal to be achieved through these initiatives. 

• Ongoing Upgrades: A sure shot way of excelling in marketing initiatives with Salesforce is being committed to staying abreast of industry trends and being dedicated to continuous improvement practices. This includes imbibing practices like ongoing review of campaign performance, and tweaking campaigns to boost performance. Leveraging performance metrics, brands can identify gap areas and find solutions to remedy the lack. 

By staying up-to-date with latest industry and marketing trends, brands can ensure that their content for the messages remains relevant to the audiences and has the capability to drive greater customer engagement. Outdated information or campaign practices become ineffective and consumers lose confidence in the brand, which becomes very difficult to recover from. To maximize the benefits of Salesforce’s features, it is vital to follow trends and modify and design campaigns accordingly. 

Conclusion

The Salesforce Marketing Cloud’s Mobile Studio is a very helpful tool for modern digital marketing initiatives, particularly mobile device campaigns for a plethora of reasons. This platform can help brands level up their marketing campaigns by utilizing its personalization capabilities to target specific audiences. Brands stand to benefit immensely from this platform not just because of its capabilities but also for the kind of effort and resource savings it provides for them.