It's been a year since Salesforce.com acquired ExactTarget. On Thursday, the company hosted a press event in San Francisco to commemorate the deal's anniversary, using the occasion to show off some new capabilities in the ExactTarget Marketing Cloud.
Specifically, users of the ExactTarget Journey Builder can more easily map interactions with customers via a drag-and-drop interface, and they can set up a greater variety of real-time triggers to respond to user actions. These triggers can include abandoned site visits, abandoned shopping carts, affinity changes and myriad other events tracked within the Salesforce system.
But all the new triggers presented were for direct-messaging channels, such as email, SMS and in-app push notifications.
Cookie-based retargeting? No. Upselling through CRM-matched display media buys? No. Paid media of any kind? Not so much.
Of course, the ExactTarget Marketing Cloud does have a paid media capability, acquired two years ago through Buddy Media and its Brighter Option subsidiary (rebranded as Social.com). But that tool set remains relegated to social channels, in particular Facebook, Twitter and LinkedIn. Three big consumer platforms to be sure, but still representing a minority of desktop and mobile display ad space.