In today’s rapidly evolving marketing landscape, companies are prioritizing first-party customer data in their advertising campaigns. However, with changes in data privacy laws and the impending cookieless future, collecting and capitalizing on this data can be challenging without the right tools. That’s where new Data Cloud features come in. In December, Salesforce announced integrations with Google Display & Video 360 and LinkedIn to help companies connect their first-party data and execute personalized advertising campaigns.
So, what exactly is first-party data advertising? It involves using information collected directly from a company’s customers or users to personalize and target advertising efforts. This valuable data includes customer preferences and interactions, enabling businesses to create highly tailored campaigns and enhance the relevance of their messaging. Unlike third-party data, customers consent to the use of their first-party data, which builds trust and ensures compliance with privacy regulations. By allowing customers to share their preferences, companies can improve retargeting, create personalized content, and enhance the overall customer experience.
Now let’s explore what these new Data Cloud updates mean for your business. With the integrations, you can personalize advertising at scale by using a complete customer profile that unifies first-party data from various touchpoints like marketing, commerce, sales, and service. This allows for highly targeted messaging that resonates with customers. Additionally, the integrations increase efficiency by delivering the right message to the right person at the right time. Segment memberships are updated rapidly, data is shared in near real-time with advertising partners, and users who have already made a purchase or have open service cases can be suppressed. This streamlines the advertising process and ensures that customers receive relevant content.
Segmenting and activating quickly is another benefit of these updates. Legacy SQL-based tools often take weeks to build out segments, but with the new drag-and-drop and natural language generative AI interfaces, segment creation can be done in minutes. Once segments are created, they can be immediately activated across various channels like email, SMS, web, app, and connected devices. This results in a more personalized experience for customers on their preferred channels.
Building trust with customers is crucial in today’s advertising landscape, and the new Data Cloud integrations make it easier to do so. Relevant and compliant messages can be launched with the power of automation, ensuring that customers receive content that aligns with their preferences and complies with regulations.
So, what can marketers do with Data Cloud? With the integration of Google Display & Video 360, businesses can create connected advertising experiences across multiple channels like display, video, TV, audio, and more. By using unified customer profiles from Data Cloud, personalized ads can be delivered, and campaign measurement can be conducted across these channels. For example, a media brand can use AI insights to engage audiences in Google Ads campaigns, targeting those who are most likely to upgrade or churn with relevant messages and offers.
LinkedIn integration is another powerful tool for marketers. With over 1 billion active professionals on LinkedIn, businesses can leverage first-party data combined with AI-powered product interest scoring from Marketing Cloud, Sales Cloud, and Service Cloud to reach more customers. For example, a tech 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.
In conclusion, greater efficiency, effectiveness, and personalization are top priorities for businesses looking to improve their advertising strategies. Capitalizing on trusted first-party data within advertising is the key to delivering the experiences customers want and achieving successful campaign performance. With Salesforce’s new Data Cloud features, companies can unlock the full potential of their first-party data and take their advertising efforts to the next level.
