CRM platform, Salesforce.com, and global ad and marketing communications company Omnicom Group, announced the first ever CRM alliance to create an integrated customer journey platform.
The partnership will help Omnicom’s agencies create highly personalised communications that connect the dots between marketing, sales, communities and customer service, allowing its clients to create dynamic, end-to-end customer journeys.
The platform will leverage data from numerous sources to deliver optimised content to audiences on every channel and every device, and across paid and owned media. By partnering with Salesforce, Omnicom will be able to help its clients drive higher levels of brand engagement and loyalty.
Annalect, Omnicom’s data, technology and analytics arm, will manage the new offering. The cloud, mobile and API-first platform can be easily customised for specific agencies and clients, and will be made available to all Omnicom agencies across marketing disciplines and geographies.
“Salesforce.com and Omnicom will empower companies to connect to their customers in entirely new ways,” said Marc Benioff, chairman and CEO, salesforce.com.
“By utilising Salesforce as its customer journey platform for clients, Omnicom will strengthen its role as a trusted advisor to the world’s largest brands, creating amazing customer journeys that extend far beyond traditional digital marketing.”
Jonathan Nelson, CEO, Omnicom Digital said: “In this always-on, always-connected world, marketers face more complexity than ever before. By bringing together Omnicom with Salesforce, the world’s leading CRM, in a way that has never been done before, we will be able to span every consumer-touch point, both online and offline, which is a real first-mover advantage for our clients.”
The new customer journey platform will allow Omnicom agencies to deliver a seamless experience for their clients across every customer touchpoint. Now, Omnicom agencies will be able to:
- Deliver a complete view of the customer journey—Salesforce.com provides a powerful technology solution that will help Omnicom agencies effectively manage billions of customer interactions on behalf of its clients across digital marketing, sales and customer service. This will enable Omnicom agencies to more efficiently service top global accounts across different agencies and geographies, and be able to leverage and integrate first-party data from their clients’ deployments of Salesforce within Annalect’s data management platform to deliver more relevant communications.
- Manage 1:1 customer journeys and engagement across any channel—Omnicom will also leverage ExactTarget Marketing Cloud’s best-in-class content and automation capabilities in email, mobile, social, advertising, web personalisation, connected devices, wearables and apps. The partnership expands on Omnicom Media Group’s existing partnership with Social.com, ExactTarget Marketing Cloud’s advertising platform.
- Deliver next-generation marketing analytics—Leveraging data from Salesforce, Omnicom Group will be able to integrate sales and customer service touchpoints into its existing solutions, providing a comprehensive view of the customer. This will enable Annalect to deliver the next-generation data management platform, linking offline and online customer engagement and providing “last mile” analytics for clients.
- Build innovative connected apps—Omnicom’s creative network will be able to build and manage the kind of engaging, connected apps today’s consumers expect using Heroku, part of the Salesforce1 Platform. Agencies will be able to leverage salesforce.com’s next-generation platform to build and deploy apps for brands that drive customer engagement and loyalty.
The partnership was announced by salesforce.com Chairman and CEO Marc Benioff and Omnicom Digital CEO Jonathan Nelson at Connections, the digital marketing event of the year.
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