Proving its commitment to mobile, Salesforce has rolled out a new solution that it says defines the new frontier for customer engagement in an app age. Dubbed Journey Builder for Apps, the technology helps companies deliver personalized, interactive customer experiences from mobile apps that aim to drive brand engagement and brand loyalty.
As Salesforce sees it, we're in the midst of a mobile revolution. Few would disagree with that, considering the proof points the company offers. For example, there are a combined 2.2 million apps available on the Apple App Store and Google Play. What's more, people downloaded 80 billion apps in 2013, according to eMarketer, and that number is expected to double to 160 billion by 2017.
"Mobile apps have changed everything," said Scott McCorkle, CEO of Salesforce ExactTarget Marketing Cloud. "Apps are how we run our lives, they converge the physical and digital worlds and they open up an entirely new world of opportunities for marketers to connect with customers. With Journey Builder for Apps, now every app can take customers on a journey, not just take up space on a phone or tablet."
The Journey in Action
Journey Builder lets companies do everything from sending personalized communications based on customer choices and actions they take in apps, on Web sites, or through other digital interactions with the brand, to driving marketing across channels like e-mail and social advertising, to drive app downloads, create mobile notifications to spark app adoption, and publish targeted in-app content to drive engagement.
Using Journey Builder for Apps, companies like FitBit, Sony PlayStation, HSN, SkyMall and Luxury Retreats are shifting from campaign-focused marketing to personalized 1:1 customer journeys. It all ties in to Salesforce's CRM platform, which connects the customer journey across sales, service, marketing and communities.
"Fitbit is dedicated to helping people lead healthier, more active lives," said Tim Rosa, vice president of Global Marketing at Fitbit. "To do that, we put the customer journey at the center of our business, delivering personalized communications when a user buys a Fitbit product, activates their device, downloads the mobile app and when they start tracking their activity, weight and sleep. Journey Builder for Apps allows Fitbit to connect customer journeys to our apps."
A Core Function
Salesforce is making available pre-built journeys to help companies boost app downloads or onboard new app users, and automatic triggers can publish new content based on customer context, such as updated loyalty program data. Companies can set up decision splits, wait times and custom triggers to take advantage of real-time data across sales, marketing and customer service.
Companies can also trigger customer journeys based on data from geo-fencing, beacons and wearable devices. And with the just-announced Heroku DX, companies and developers have a platform for building engaging apps that leverage Journey Builder for Apps.
"Since apps are now core to every customer's life, they also need to be core to every company's customer engagement strategy," said Gerry Murray, research manager at IDC. Murray said Journey Builder for Apps could help enterprises by allowing them to deliver personalized customer experiences that drive app adoption, usage, and in turn more loyal customers.
ExactTarget Marketing Cloud Journey Builder for Apps is available now. Pricing for Journey Builder for Apps starts at $12,500 per year for a subscription license.