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Ready for spring ???? So are we! Discover all the newest features in Marketing Cloud 2002 Release! See how to drive better personalization from anonymous to known with enhanced web tracking and get a better understanding of the effects of campaigns across all channels with Google Analytics, learn how to create beautiful emails easily and quickly with the new email editor and design personalized multi-step landing page with landing page editor, and more.
The continuous improvement from the previous releases has brought some of the exciting features for the marketers to deliver better marketing-driven customer experience. Check out some of the exciting features this release has to offer.
? Track and connect web activity of anonymous to known visitor with enhanced Google Analytics web tracking
Google Analytics web tracking uses cookies to collect information about visitors to the website and store the visitors' interaction with website content. A cookie is a small bit of information that gets stored on the computer. Cookies are browser-specific, which means Chrome and Firefox will not be able to access each other’s cookies. Cookies are also site-specific, which means that Amazon.com will not be able to view the cookies that are saved on sap.com. Learn more about Google Analytics Cookie usage on websites here.
Google Analytics uses cookies to "remember" what a visitor has done on previous pages / interactions with the website. With the enhanced Google Analytics web tracking in 2002 Release, marketers can easily track anonymous visitors' web activity and match visitors to known users after they are logged in and drive better personalization based on browsing behaviour and context.
A new feature is available in Release 2002 that allows marketers to query contact data from Google Analytics and Google BigQuery, and import the data into Marketing Cloud to do the following:
- Match and merge the contact data from Google with our contact information, to ultimately create the golden record for the contact
- Tie contacts identified by Google by their cookie i.e. to previously unidentified interactions in Marketing Cloud
? Better understanding about the effects of marketing campaigns with enhanced last-click attribution with Google Analytics
The enhanced last-click attribution with Google Analytics in 2002 Release enables marketers to track the web activity from the first time customer clicks on the page link of the email campaign to subsequent web sessions across multiple campaign sources (including advertising campaigns, search engines, and social networks) in purchase cycle, and keeping the context of the visitor.
Understanding the path to conversions with Google Analytics
In the example below, the customer visits the brand website multiple times before finally make the purchase from the e-commerce store. For each visit, the customer arrive at brand website through a variety of campaign sources - first from a page link of the promotional email he has received, then through Google Search Ad and lastly through Google Display Ad before making the purchase.
The web activity across web sessions are tracked as Interactions in Marketing Cloud and associated to the right campaign source and its Campaign Id. All these interactions are also associated to the individual contact in Marketing Cloud using the SAP Outbound Id as a reference. This provides better visibility to marketers into the full customer journey across all touchpoints in the conversion path and better understanding of the path to conversions and how many times users interact with each channel before converting on the website.
? New, powerful and intuitive Email Editor is now generally available!
Marketers will be delighted with SAP Marketing Cloud’s new email editor featuring a powerful yet intuitive interface that enables uses to design and build beautiful and responsive emails quickly and easily.
- Improved styling capabilities enable users to easily define email layouts via drag and drop functionality and set basic styling like colors, borders, etc. without coding HTML
- New templates and adaptable multi-client, multi-device WYSIWYG layouts simplify creation of email marketing campaigns
The initial release of the new email editor in 2002 will focus on simple use cases with more features to be added in upcoming releases with the goal to replace the current email editor in the future. Main features of current email editor are available in the new email editor in 2002 Release: layout creation with re-usable blocks and conditions up to send test. However, there are still some features which are now available yet in the new email editor such as plugins for products, offers and recommendations.
? Enhanced Landing Page Editor with personalized multi-step landing page and landing page styling with custom CSS
Personalized multi-step landing page
Personalized forms embedded in landing pages, which are part of email campaign provide marketers the ability to track contacts who submit data on multi-step landing pages (or progressive landing pages). When a landing page is used in an email campaign, the Outbound Id is also appended to the landing page URL. In addition, the Outbound Id is passed to all other links in the landing page and the embedded form. With the Outbound Id, the contact is automatically identified in as the visitor navigates from the initial landing page and subsequent pages, and the landing pages are personalized with contact data such as first name and last name from Marketing Cloud. For example, a form is embedded in a landing page where the Outbound Id is active and it's personalized with known contact data - first name and last name.
In the example below, the brand uses a multi-step landing page with personalized form to create a smooth conversion process for visitors. The CTA button reads, “Next,” with an arrow directing traffic to the second step of the form, which is personalized with the contact first name and last name based on the Outbound Id as reference.
Landing page styling with CSS
In 2002 Release, the CSS editor (Inline CSS Editor) allows users to add custom styling to a variety of landing page elements using custom CSS. This provides greater flexibility to the users to design the landing page with custom styles and improve the layout that is optimized across different screen sizes. Click here to learn more about styling landing page with CSS.
? Increase conversions with coupon campaign integrated with Commerce Cloud
Coupon is one of the popular marketing tools used in promotional campaigns, which not only drives sales, but also helps in building branding image and customer loyalty. Retailers typically use coupon campaigns to drive traffic and increase sales to online store, reduce cart abandonment and increase brand awareness.
In 2002 Release, marketers can leverage the enhanced Commerce Cloud integration for coupon-based promotion to drive traffic and conversions in online store using email campaign with promotion and coupons.
The enhanced integration provides automated publishing of the coupon-based promotion from Commerce Cloud (Backoffice Administration Cockpit) to Marketing Cloud that enables marketers to easily use the coupons created in Commerce in the email campaign. Similarly, coupon redemption information from Commerce will be sent back to Marketing Cloud when the shopper checkout from the shopping cart using the coupon.
How it works
This integration connects Commerce Cloud and Marketing Cloud to replicate coupon promotions to SAP Marketing Cloud through SAP Cloud Platform Integration and replicate coupon redemption data from SAP Commerce Cloud to SAP Marketing Cloud. Coupon promotions in SAP Commerce Cloud are created as offers in SAP Marketing Cloud. Marketeers can use these offers to create campaigns, such as email campaigns with discount coupons, that encourage customers to make purchases and thus increase sales. By analyzing the coupon redemption data as well as information on those who didn’t redeem provides marketers with important insights and information that can be used for future campaigns to be more focused and effective. For more information, see SAP Commerce Cloud integration at SAP API Business Hub.
? New graphically rich, easy-to-use marketing calendar
The new marketing calendar continue to deliver more new and exciting features in 2002 Release. It now supports Events and Custom Business Objects in both primary and secondary calendar making it easier than ever for users to filter campaigns, visualize campaign activity by day, month or quarter, keep track of changes over time and save views based on filter criteria. Learn more about modeling a trade promotion object with a custom business objects in SAP Marketing Cloud here.
Take advantage of the SAP Marketing Cloud 2002Release now!
- Check out the key new features with the SAP Marketing Cloud – What’s New in 2002 Release
- Go in-depth on every feature update in the What’s New in SAP Marketing Cloud release page
- Watch the SAP Marketing Cloud 2002 What’s New webinar to learn more about new product updates with insight from SAP Marketing Cloud experts
Have ideas for product improvements? Post them on the SAP Customer Influence, or vote for existing ideas so we can help maximize your impact with SAP Marketing Cloud.
