Historically, Marketing Cloud evolved from the ExactTarget Email Marketing tool purchased by Salesforce in 2013. Since then Salesforce bought and attached to Marketing Cloud several different tools a year. Though not integrating their data and capabilities properly. As you understand, not always it had a positive effect on stability and usability of the platform. At some point, it began to seem that Marketing Cloud is literally a page with a set of frames leading to almost unrelated interfaces.
Since the end of 2017, Salesforce has taken up the development of the platform seriously:
- Engaged in an unprecedented integration process of all the disparate tools which inhabited the Marketing Cloud interface
- Established a release policy with five releases per year, each of which extends the functionality of the platforms
Salesforce disassembles the marketing services purchased earlier and reassembles a real spaceship from their parts. Which is good news for both business users and Marketing Cloud integrators. Not to mention all the customers who will receive relevant offers. If campaigns were built properly off course. Otherwise customers are at risk of getting irrelevant spam through all the channels they use