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

 

Please login with linkedin to comment

Advertising Standards Bureau competitive pitch einsights Rob Creekmore

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]