Salesforce Extends Its Tech Offering Into Advertising

Technology in the hands of businessmen
SHARE
THIS



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

 

Latest News

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]