Salesforce Extends Its Tech Offering Into Advertising
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.
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 CreekmoreLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.