Salesforce has announced new Data Cloud integrations with Google Display & Video 360 and LinkedIn to help brands build even more relevant advertising campaigns.
What’s more, these integrations place emphasis on leveraging an organization’s first-party data – data that’s collected directly from the user, with their consent – a change to the marketing strategy that will be key in the approaching cookieless future.
We’ve heard the narrative before – data silos are making it challenging to understand our customers’ demographic and behavioral data. Salesforce reports that organizations are using an average of 1,061 applications, and yet 71% aren’t integrated. Eliminating those silos while also having visibility into which data sources are being leveraged for audience building is where Data Cloud for Marketing brings incredible value.
Connected Advertising with Data Cloud, Google, and LinkedIn
- Google Display & Video 360: Activate segments from Data Cloud into Google’s marketing platform, which brings together YouTube and an ecosystem of advertising partners. With highly-targeted segments based on unified profiles in Data Cloud, improve campaign effectiveness across display, video, TV, audio, and more.
- LinkedIn: Over 1B professionals are active on Linkedin, so reaching your target audience could feel like finding needles in a haystack. Of course, B2B marketing has become increasingly sophisticated, where marketers bring together multiple sources of data to pinpoint the right messaging to prospects – including where they are in the (potentially long and complex) sales cycle. Aside from the traditional demographic data points, like job title, function, and industry, Data Cloud segments can tap into more data sources, such as opportunity data, affinities, product usage data, and much more.
- Einstein AI: Data Cloud can unify profiles from multiple data sources with better accuracy. Improve ad effectiveness with Einstein – sifting through masses of data in the background to identify insights and recommendations that would likely be left unearthed. What’s more important is to suppress users to avoid wasting the advertising budget, for example, who have already purchased or have open Service Cloud cases (such as an unresolved issue with your product/service). The point is that this information is processed in near-real time from all corners of your tech stack before reaching advertising platforms.
“Advertisers are constantly under pressure to acquire new customers, deliver personalized experiences across channels, and increase margins. These new partnerships expand Data Cloud’s digital advertising ecosystem to new platforms, so businesses can connect every moment in the customer journey, delivering greater loyalty and better business outcomes.”
– Steve Hammond, EVP and GM of Marketing Cloud
Summary
As with any of Salesforce’s new and expanded partnerships, they acknowledge that they are stronger together. This latest update focuses on how Data Cloud can connect with Google and LinkedIn to eliminate those disjointed data silos, maximize overall visibility, and harness that all-important first-party data.