Salesforce brings Lightning UI to Marketing Cloud

Marketing Cloud has been revamped with the Lightning Experience, which will create a common look and feel across the CRM giant's marketing, sales and service offerings.

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Salesforce on Tuesday announced the release of Marketing Cloud Lightning.

In a nutshell, Marketing Cloud has been revamped with the Lightning Experience, which will create a common look and feel across the CRM giant's marketing, sales and service offerings.

The Lightning Experience combines the various components of the Lightning platform, such as an improved user experience, analytics and a loaded partner ecosystem.

Lightning serves as one of the brand's strategic launchpads for serving connected apps and the Internet of Things, which Salesforce often refers to as the "Internet of Customers." Elements of the developer-focused user experience have since been infused into some of the company's cornerstone products, such as Sales Cloud and Service Cloud.

The Lightning brand has been part of the Salesforce ecosystem since October 2014, when the San Francisco-based company announced the Salesforce1 Lightning Framework, a toolkit for developers to build and customize mobile apps. Since then Salesforce has been slowly revamping each of its industry-specific clouds with the Lightning design.

As for Marketing Cloud, Salesforce said new Lightning components will let developers create and customize new business apps while also adding core email functionality, such as the ability to track email open rates, and automatically predict customer behavior.

In addition to Lightning, Salesforce also announced Marketing Cloud for Google Customer Match, the latest offering from Salesforce's ongoing partnership with Google. The service lets marketers deploy CRM-powered advertising across Google Search, YouTube and Gmail.