Salesforce has updated its Journey Builder tool to include compatibility with apps, Salesforce CEO Marc Benioff said at a Salesforce ExactTarget event in Indianapolis.
Journey Builder, which offers marketers a campaign planning and automation tool, can now provide companies with a way to add personalization and real-time marketing updates to mobile apps. Salesforce says the update will enable organizations to build "Uber-like" apps that offer one-to-one connections with consumers.
Salesforce updated Journey Builder in July to include maps, automated customer interaction triggers and enhanced metrics designed to improve campaign testing. With Journey Builder for Apps, Salesforce is hoping to offer the same level of marketing automation and personalization available via email and the web to brands hoping to boost mobile application performance. Additionally, the tool offers marketers analytics to provide insight into how app users engage with company messaging on mobile devices.
"The amount of data that's [being created], and the amount that we can learn about our customers is really exciting," Benioff said. "The most successful companies pivot to their customers...and customers are pivoting to apps."
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