Salesforce Extends Its Tech Offering Into Advertising

Technology in the hands of businessmen
SHARE
THIS


What best describes you?

For their first two decades marketing technology and advertising technology developed separately but in parallel. It was a cosy arrangement.

Generally speaking marketing tech acted upon a brand’s own content and channels while ad tech involved paid media. And brands tended to own and manage marketing tech directly whereas ad tech was more likely to involve intermediaries.

But even these distinctions tended to be guides rather than hard and fast rules.

More recently the long awaited convergence appears to be gathering pace.

Adobe signaled its intent as early as 2011 when it acquired Efficient Frontier and Auditude, while Oracle stumped up (reportedly) over a billion for Datalogix and more recently has been pushing hard with its messaging around data management platforms.

Rounding out the trifecta,  Salesforce has developed its Active Audiences solution over the last year which it describes as a service connecting CRM into digital advertising. That involved combining the expertise of ad tech specialists with the knowledge of its core CRM technology.

Active Audiences which was released for general availability only in Q1 this year is built on the foundation of its Social.com group which itself grew out of the Buddy Media acquisition.

And then just four weeks ago Salesforce revealed it had joined with five new partners in the ad-tech  market — Krux, Liveramp, LiveIntent, Neustar and Viant — and through these partners it would now seek to help marketers to advertise across the entire display advertising ecosystem, using a single view of their customer.

Some description

According to Derk Laney (pictured), head of product marketing for Salesforce in the Asia Pacific, marketers now realise they don’t have to blanket a market with advertising. We have the data repositories and the tools to use customer data to inform ad buying much more easily,” he said.

Laney described the traditional ad tech reliance on cookies as problematic saying the approach was often too reliant on data from a single device. “Consumer behavior has shifted – there is not a single path anymore or even a single device. Consumers are using multiple devices and the customer journey is more nuanced.”

This is a reflection of changing behavior. These days consumers are more inclined to snack, he said. “They won’t spend all their time on one site. Instead they’ll do five minutes of browsing in one place and pick it up later on their phone. And their Chrome profile (for instance) lets a user roam across devices so there’s a lot less reliance on one device to hold the history.”

Companies like Salesforce need to identify the individual regardless of where they are, or what device they are using. While traditionally cookies were used to track customers, with the advent and proliferation of social logins, there are better options available, he suggested.

“The easiest way for advertisers to do this typically was using Facebook Advertising and that’s been ramping like crazy. In our Future of Marketing study 70 per cent of marketers said social was a major area of increased investment for them. And a big reason for that is identify.”

Laney said the critical thing Salesforce has done is to bring this identity together with the other digital channels. “So you can take these CRM segments that might be dynamically created through a customer journey – and it can be part of a multichannel journey -and populate different segments and then push those segments out to things like Twitter and LinkedIn, and then via data on-ramping providers marketers can push out into other ad networks as well.”

The bottom line is that marketers can track one customer journey across a range of different networks. “By using the data strategy that you have for your CRM program you can talk to customers in a more relevant and personalized way, adding in behavioral data from mobile apps and email engagement and using that behavior to inform ad buying,” he said.

In the past marketers had to stand up a bunch of kit on their own properties and across a range of media providers and then try and string it together, he said. But when you are using a social identity the fabric is already there through Facebook.”

From an ad buying perspective, marketers want to be much more relevant and much more targeted. In addition they want to be able to use what they know about their current customers to acquire the next set of similar customers using look-a-like targeting. CRM data means advertising can be more relevant throughout the customer journey.

This article originally appeared at www.which-50.com

 

Please login with linkedin to comment

Latest News

Wavemaker Appoints General Manager For Brisbane
  • Advertising
  • Media

Wavemaker Appoints General Manager For Brisbane

GroupM’s newest media, content and technology agency, Wavemaker, has announced it has appointed Maria Poulton to the newly created role of general manager of its Brisbane office. Poulton (pictured above, right) was most recently the business and operations director of Mindshare Japan, and has been part of the Mindshare family since 2004, spending nine years […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Social Soup Encourages Influencers To Help Out Not-For-Profits Via New Initiative
  • Marketing

Social Soup Encourages Influencers To Help Out Not-For-Profits Via New Initiative

Influencers are set to use their social clout for good with a new offering from Social Soup called Influence for Good. While influencer marketing is an inherently commercial arrangement, Influence for Good is an opportunity for influencers to use their powers to assist social causes they feel align with their values. Influence for Good is […]

FGMNT Offers Ad Agencies Free Access Over Christmas To Its 360-Degree Video & VR Creative Tool
  • Advertising
  • Marketing
  • Media
  • Technology

FGMNT Offers Ad Agencies Free Access Over Christmas To Its 360-Degree Video & VR Creative Tool

Melbourne start-up FGMNT is offering ad agencies a completely free and fully functional 30-day trial of visualisation and efficiency tool SITU. In the spirit of Christmas giving, the SITU team wants all agencies to experience the benefits of developing, testing and visualising campaigns in real out-of-home environments. The power of SITU is that it allows agencies to […]

Hamish & Andy To Stay With Southern Cross Austereo In 2018 & 2019
  • Media

Hamish & Andy To Stay With Southern Cross Austereo In 2018 & 2019

Southern Cross Austereo (SCA) has announced that veteran radio duo Hamish Blake and Andy Lee will be making original podcasts for the network’s podcast platform, PocastOne, in 2018 and 2019. Grant Tothill, head of PodcastOne, said Blake and Lee will produce two series of 40 podcasts in 2018 and 2019, which will be released first […]

How To Have A Stress-Free Christmas In Your Online Community
  • Opinion

How To Have A Stress-Free Christmas In Your Online Community

Here, GM of community management agency Quiip, Julie Delaforce, offers her sage advice on how online community managers can earn themselves a breather over the festive period… Ahhh, that deep sigh out as you realise the Christmas break is within reach. It’s been a long year, we know you’ve worked hard, you really deserve a break! […]

Opinion

by Katy Denis

Katy Denis
Want To Get Ahead For 2018? Do This One Thing…
  • Opinion

Want To Get Ahead For 2018? Do This One Thing…

In this guest post, Katie Clift – an international PR consultant, journalist and broadcaster – offers her PR nouse to ensure you’re flying into the New Year… While the world is winding down for 2017, a great PR pro knows ’tis the season to start the wind-up! If you want to enter the new year ahead of […]

Opinion

by B&T Magazine

B&T Magazine
Study: More Than 60% Of Video Plays Will Be On Mobile By Mid-2018
  • Media
  • Technology

Study: More Than 60% Of Video Plays Will Be On Mobile By Mid-2018

Over 58 per cent of video plays occurred on mobile devices globally in the third quarter of 2017, new research by Ooyala has revealed. According to the video technology company’s Q3 2017 Global Video Index, this represents the sixth consecutive quarter in which mobile devices accounted for more than half of all online video starts, […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Study: Brands Lacking Ability To Meaningfully Act On Data
  • Marketing

Study: Brands Lacking Ability To Meaningfully Act On Data

Retailers and brands have thousands of data points at their disposal today, but new research by commerce marketing technology company Criteo shows many lack the ability to act upon the intel in a meaningful way. Criteo has unveiled the findings from two third-party studies, as part of the company’s new initiative to create the highest-performing […]

Ehrenberg-Bass Institute: Lessons In Launching Your New Logo
  • Opinion

Ehrenberg-Bass Institute: Lessons In Launching Your New Logo

In this guest post, marketing scientists from Adelaide’s famed Ehrenberg-Bass Institute, James Martin and Adam Gelzinis, review Formula One’s new logo and look at the lessons for brands considering a similar re-brand… At the final race of the 2017 season, Formula 1 revealed their new logo, which will represent the brand from the start of the […]

Opinion

by B&T Magazine

B&T Magazine
Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

ABC Replaces Lateline With New 10.30pm National News Bulletin
  • Media

ABC Replaces Lateline With New 10.30pm National News Bulletin

The ABC has announced it will replace its axed current affairs program Lateline with a half-hour news bulletin to be hosted by seasoned presenter Jeremy Fernandez. The 30-minute late-night edition news will air Monday-to-Friday Australia-wide from 29 January. Fernandez will also continue to present the NSW 7pm News on Fridays and Saturdays. ABC Director, News Gaven […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]