What’s Next in Own Advertising? Our community gathered in December at the World Tour in New York to learn about the latest marketing innovations and how to better reach customers. Here’s the scoop on ours latest versions and updates — and what they can do for your business.
Companies are now prioritizing their own customer data in their marketing campaigns. Despite this, changes in data privacy lawsnot to mention the rapid approach future without cookiesit makes it difficult for companies to meet these expectations without the right tools to collect and capitalize on this proprietary data.
In December, we announced new Data Cloud integrations with Google Display & Video 360 and LinkedIn. These integrations help companies connect their own data and execute personalized advertising campaigns.
Let’s take a look at how these innovations will help your advertising efforts.
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What is personal data advertising?
First Party Data Advertising uses information collected directly from your company’s customers or users to personalize and target advertising efforts. This valuable data, including customer preferences and interactions, allows your business to create highly personalized campaigns, improving the relevance of your messages.
Unlike third-party data, customers give consent for you to use their own data, which is directly managed by your company. This leads to customer trust as well as compliance with privacy regulations.
Allowing your customers to tell you exactly who they are and what they want unlocks more effective retargeting, personalized content creation, and an overall improved customer experience.
What our new Data Cloud updates mean for your business
As you explore how personal data advertising can help your business, we want to make sure we explain the what and why of these new innovations. So what do they do? Marketing cloud updates mean to you? You can improve the way you interact with your customers and your marketing systems, to do things like:
Customize to scale: With these new Data Cloud integrations, you can personalize advertising using a comprehensive customer profile that unifies customer-specific data across marketing, commerce, sales, service or any touchpoint.
Increase efficiency: New integrations help you deliver the right message to the right person at the right time. You can do this with quickly updated segment members, sharing near-real-time data with advertising partners, and removing users who have already purchased or opened Cloud service cases.
Target and activate quickly: You can now compress the weeks it takes to build segments with legacy SQL-based tools into minutes. Drag-and-drop generative AI and natural language interfaces help you build, test, and build segments quickly. You can then immediately activate new integrations with Google Display & Video 360 and LinkedIn along with other channels such as email, SMS, web, apps and connected devices. This translates into a more personalized experience for your customer on their preferred channel.
Build trust with your customers: With these updates, it’s easier to build trust through messages that are more relevant to your customers and comply with current regulations. New Data Cloud integrations let you launch advertising campaigns that are more relevant (using their own data) and efficient, thanks to the power of automation.
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What new things can marketers do with Data Cloud?
We’ve explained how your company can benefit from these innovations. Now let’s look at some specific ways to use them to improve results:
Create connected ad experiences across display, video, TV, audio and other channels with Google Display & Video 360. You can improve customer loyalty with engaging and seamless advertising using unified customer profiles from data cloud. This allows you to deliver personalized ads and measure campaigns across multiple channels. For example, a media brand can increase loyal customers and retain at-risk subscribers by using AI insights to engage audiences in Google Ads campaigns, targeting those most likely to ‘update or discount relevant messages and offers.
Tap into a network of over 1 billion active professionals on LinkedIn based on title, role, industry and more. You can use your own data, combined with the AI-based product interest score Marketing cloud, Sales Cloud i Cloud service, and product usage data from your apps to reach more customers. For example, with Data Cloud, a technology company can create an end-to-end program to increase awareness and promote relevant upsell and cross-sell conversion opportunities to grow their sales pipeline.
Greater effectiveness, efficiency and personalization are the starting point for all companies looking to improve their advertising strategy. Leveraging your advertising trust data is key to delivering the experiences customers want and the campaign performance your business needs.
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Originally published on Salesforce.com on January 16, 2024.
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