In 1984, Apple released its first television ad for the Macintosh computer.

Largely considered the most influential Super Bowl ad of all time, the futuristic spot drove interest, awards and sales for Apple across the country — and it only aired once on national television. That was before the internet came along.

Cut to 2016, when a television advertisement — even a Super Bowl one — isn’t enough to launch an entire new product, service or company.

A Super Bowl Ad Isn't Enough Now

Today, we need to combine those efforts with targeted social media campaigns, carefully placed online ads and blog posts that provide detailed summary of the added or new value for customers — and that’s just the beginning.

In an age where consumers and brands have more access than ever to decision-driving data, brands must consider every aspect of consumer choice, especially when it comes to providing exceptional experience along every step of the customer journey.

Given all of the new technology available for brands to personalize the marketing experience, marketers today should be in a much better position to understand their customers.

And yet, from promotion frequency to customer interest alignment, many marketers seem to still be missing the mark when it comes to truly connecting with their customers. What’s a well-intentioned marketer to do?

The Value of Salesforce Data

For many companies, Salesforce is the foundation for managing customer relationships in the cloud, boasting a suite of solutions that helps users track customer journeys and deliver personalized, unique marketing experiences.

Here are four ways to harness the power of Salesforce’s CRM data to better personalize and customize customer experience.Consider it a foundation for your own blockbuster Super Bowl ad.

1. Plot and follow a (journey) map

Before setting out on new marketing strategy explorations, consider taking a holistic look at customer interactions by developing a journey map. Customer journey maps illustrate the steps customers take when engaging with a company, including online experiences, in-store experiences, and interactions with products and services. Salesforce’s Journey Builder allows you to visualize and map these paths, while helping you increase campaign performance and truly personalize the marketing experience along the way.

Learning Opportunities

2. Make a good first (virtual) impression

A company’s website is often the first place a customer will interact with the brand — whether it’s on a laptop, tablet or smartphone. A beautifully designed and user-friendly website is key to building trust with customers and prospects. Salesforce’s CloudPages makes it easy to create branded, dynamic web pages with personalized content.

The best part is, CloudPages makes it easy for anyone — even those with little programming knowledge — to create a well-designed, interactive online presence that will capture crucial customer data and provide a great online experience for customers, no matter how they access your website.

3. Think outside the (in)box

Ignore the rumors: email is not dead — it’s evolving. Email is still a primary and trusted communication tool. And although social media has become the preferred channel for engaging with friends and family, when it comes to marketing, email is more cost effective and yields a higher ROI.

At the same time, there’s a lot of email noise out there, but this doesn’t mean it’s impossible to stand out in an inbox with timely, relevant messages. Salesforce Marketing Cloud allows you to create, send and track dynamic, targeted emails. And when you connect Marketing Cloud with your Sales and/or Service Cloud, you can get a complete 360-degree view of the customer — and deliver an even more personalized experience to your customers.

4. Give (relevant) product recommendations

All frequent online shoppers have received irrelevant product recommendations, and nothing makes a consumer feel less catered to. Thanks to Salesforce’s Predictive Intelligence capabilities, brands can deliver personalized recommendations based on actual customer interests.

Powered by data science, the software allows you to learn each customer’s preferences and automatically provide them with personalized recommendations and offers. Not only will customers appreciate that these offers are actually relevant to them (and be more likely to do business with the brand again), but conversion rates will rise as a result.

Title image by Alexander Dimitrov