Salesforce pushing marketers to look at apps as it turns attention to ‘customer journey’

Salesforce’s digital marketing automation arm ExactTarget is launching a new push around the customer journey, and is pushing marketers to think “differently” about the way they use apps as part of that experience.

Overnight Salesforce also announced a tie-in with Omnicom globally to create an “integrated customer journey platform”, in a bid to make more personalised communications for clients. Two weeks ago Publicis Groupe completed a similar deal with Adobe.

The launch of a new Journey Builder for Apps platform by the company is also a push, with director of product marketing management Derek Laney telling Mumbrella the customer journey is an ignored part of the brand experience.

“Marketers are spending a lot of money developing apps, but they need to think of that as the beginning of the customer experience,” he said.  “They still need to think about it in terms of developing content to keep customers engaged, as that’s where the behavioural data will start to emerge.”