SAP has rebranded its Emarsys marketing platform as SAP Engagement Cloud, SiliconANGLE reported on Feb. 19.
SAP launched SAP Engagement Cloud Enterprise Edition targeting global large companies.
The company said the platform has expanded beyond simple marketing optimisation to end-to-end orchestration across the customer journey. SAP supports companies in optimising customer experience in real time by linking front-office functions such as marketing, sales, service and commerce with back-end systems including inventory and order management.
SAP plans to add features such as AI-based content generation, campaign translation and conversational messaging by 2026. It also plans to provide company-specific customised functions to strengthen global brands and regional approaches.
Chi-gyu Hwang
delight@d-today.co.kr