In our endeavor to help our clients redefine their human experience with technology, AFDigital is now certified and ready to lead our clients into the future of digital marketing with Salesforce’s latest marketing innovation – Interaction Studio. This powerful Marketing Cloud tool will enable us to deliver smart and seamless Digital Experience “DX” to our customers.
Interaction Studio amplifies the power of Marketing Cloud by tracking engagements in real-time as customers interact across the brand’s touchpoints. This includes both online and offline channels such as email, social, mobile, and in-store. Its key feature is managing real-time interactions with customers and driving valuable engagement that targets a specific audience preference. Leveraging a platform like Interaction Studio helps our client tailor a personalised, highly relevant and real-time experience that drives efficiency into both customer acquisition and lifetime value growth.
Real-time Engagement Tracking
Real-time engagement monitoring lets an organisation react to customer behaviour. In the scenario that a customer clicks on a specific button or link and then logs into the mobile app, Interaction Studio immediately records it on the individual customer profile based on these real-time actions. This enables Marketing Cloud to deliver relevant and specific content to give customers the next best digital experience.
Smart Campaign Management
Campaign orchestration is another key function that allows marketers to manage campaigns at scale, using frequency capping and business measures to ensure that each content or offer is relevant to a customer.
How does it work? For example, a person is browsing through products on a catalogue and starts looking at a certain price range. This behavior indicates that a customer is leaning towards products within this range. With campaign orchestration, the marketer can automatically include the person in a customized campaign that shows offers within that specific range via email marketing or through their website.
Experience Insights and Analytics
Interaction Studio also comes with analytics and visualizations to give marketers a better understanding and perception of engagement trends to help develop marketing journeys that resonate with their audiences. This will enable marketers to get insights from the various touchpoints and engagements across their channels.
Real-Time Interaction Management
In context, Interaction Studio enhances the cross-channel capabilities of Marketing Cloud’s Journey Builder. As customers go through journeys built on Journey Builder, their state and context change. Journey Builder’s native integration with Interaction Studio enables a seamless transition from one journey to another based on real-time engagements with the brand. Interaction Studio leverages frequency-capping to ensure that the right content is delivered based on the customer’s frame of reference.
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The new Marketing is Digital Experience “DX”
For many years AFDigital have been providing digital marketing services from social to search. We found our niche in delivering a tech-enabled, data-driven approach to marketing by leveraging connected cloud platforms like Salesforce to build smart customer experiences.
The problem with the word “Digital Marketing” is that it often excludes Sales and Service, and just focuses on social and web optimisation. The future of marketing is very much about the entire experience a human has with a brand as they weave complex and often unpredictable paths across your brand channels.
“AFDigital has deep roots in Digital Marketing, Lifecycle Automation and Experience Design. By leveraging the power of AI-enabled platforms like Interaction Studio, Experience Cloud and Marketing Cloud, we are proudly re-launching our DX offering in 2021 with a big bang.” – Robin Leonard, CEO
Tech-enabled “Performance” Service Models
As AFDigital is quickly getting runs on the board with several of our clients actively implementing Interaction Studio, it is evident that the traditional professional services model is due for disruption.
Our clients are looking for solutions to problems that deliver new and scalable revenue, as opposed to paying consulting fees and retainers to partners that tick the boxes but never move the needle.
AFDigital are innovating our service offering in 2021 to support an AMS model where we drive the “car” and have skin in the game, in the form of a reward-based performance KPI. This type of pragmatic commercial arrangement gives clients confidence in their investment, while AFDigital can play a true strategic partnership role, while keeping laser-focus on driving a tangible outcome.
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