Salesforce announces enhancements to Digital 360

At Salesforce Connections today, enhancements were announced to Digital 360, the platform which supports Salesforce Marketing, Commerce and Experience Clouds.

Product announcements. Among the highlights:

• Within Salesforce CDP, Interaction Studio will track cross-channel customer activity and use Einstein AI to send a relevant message, product offer or content recommendation in real time. Loyalty Management will provide real time updates on membership status, loyalty tier and points balance.
• Within Marketing Cloud, Datorama will power new email, mobile and journey reports to support campaign optimization.
• Snapchat Audience Match will allow the creation of targeted Snapchat audiences within Marketing Cloud.
• A new WhatsApp integration will allow direct communication with customers on the channel. 
• Commerce Cloud will integrate with Salesforce CDP out of the box.
• A new B2B2C Commerce app provides a no code environment in which B2B companies will be able quickly to launch D2C ecommerce storefronts.

Education. Salesforce also announced a one-stop destination in Trailhead, the online education hub, for marketers to develop their career paths. The products noted above are immediately available, with the exception of Snapchat Audience Match and the B2B2C app, which are expected to be available in June.

Why we care. Dreamforce might be the marquee event, but it’s at Connections that details of the product roadmap are more clearly laid out. What we see is continued emphasis on the CDP initiative, where Salesforce had lagged behind its most obvious competitors, plus a widening range of engagement with conversational channels.

About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.