Marketing Cloud: Dawn of the Digital Marketer – Salesforce Essentials Tel Aviv 2015
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Transcript of Marketing Cloud: Dawn of the Digital Marketer – Salesforce Essentials Tel Aviv 2015
SalesforceMarketing CloudThe Dawn of the Digital MarketerHelene Ackermann, Channel Sales Director Southern EMEA
Customer Expectations Have Changed
Yesterday Today
Today We Live In A Proactive World
Tomorrow
Reactive
Proactive
Predictive
5BSmartphones
by 2017
550M+Social Networks, Blogs & Forums
(inc. Dark)
What is #BigData?
2.5Quintillion
bytes of data every day
Social
CustomerPurchase
Connected
#1 Marketing Application
1 to 1 customer journeysConnect every interaction
Precision marketingPredict and personalize content
Every channel, every deviceEmail, mobile, social, ads, and web
Ads Web Email Mobile Social Group Messaging
AppsService
Sales
Community
Audience ContentPersonalization
Customer Journey
The Salesforce Marketing Cloud
Engage at Every Step of the Customer Success Journey
Ads Web Email Mobile Social Group Messaging
Apps Sales Service Community
Meet Susan
42 year-old, mother of three Outdoor enthusiastPlanning hiking trip
Susan Starts Her Journey with Google
Hiking in Colorado Hiking in Turkey
Susan’s Search Leads Her to Northern Trail Outfitters
Susan Explores Northern Trail Outfitter’s Website
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
She Creates an Account Through Facebook
Susan Marshall
GENDER: FemaleENTRY: SearchINTERESTS: Camping & HikingPRODUCTS: FootwearEMAIL: [email protected]: Tel Aviv
Susan Receives Her First Personalized Message
Susan Marshall
GENDER: FemaleENTRY: SearchINTERESTS: Camping & HikingPRODUCTS: FootwearEMAIL: [email protected]: Tel AvivJOURNEYS: Welcome
Susan Marshall
GENDER: FemaleENTRY: SearchINTERESTS: Camping & HikingPRODUCTS: FootwearEMAIL: [email protected]: Tel AvivJOURNEYS: WelcomeMOBILE: App Installed
She Receives Targeted Offers Through the Mobile App
Susan’s In-Store Experience is Enhanced with Mobile
Susan Marshall
GENDER: FemaleENTRY: SearchINTERESTS: Camping & HikingPRODUCTS: FootwearEMAIL: [email protected]: Tel AvivJOURNEYS: Welcome, Location
MOBILE: App Installed
She Receives a Receipt with Personalized Content
Susan Marshall
GENDER: FemaleENTRY: SearchINTERESTS: Camping & HikingPRODUCTS: FootwearEMAIL: [email protected]: Tel AvivJOURNEYS: Welcome, Location,
1st Purchase
MOBILE: App Installed
Susan Posts to Facebook about Her Great Experience
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Tel Aviv
JOURNEYS: Welcome, Location, 1st Purchase, Advocate
MOBILE: App Installed
Susan’s 1:1 Customer Journey
What Can Northern Trail Outfitters Do Next?• Create individual interactions, at scale,
with millions of customers
• Communicate through multiple channels
• Leverage data and insights, optimizing interactions
• Measure performance across the entire customer journey
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Tel Aviv
JOURNEYS: Welcome, Location, 1st Purchase, Advocate
MOBILE: App Installed
Demo MC Platform - FinanceItay Sinuani, Senior Solution Engineer
What is influencing Advertising today?Nicholas Spyer, GM EMEA, Advertising Products
Facebook Native Mobile Revenue up to 75% in Q2
2015 (up from 0 at May 2012 IPO)
Native & Mobile Ads52% of Display Ads in US in
2014 now bought via technology
Programmatic AdsSalesforce customers saw
80% higher engagement for CRM powered ads
Ads Powered By CRM
CUSTOMERDATA
ADVERTISINGTECHNOLOGY
AUDIENCE PLATFORMS
Ads Management
Relevant advertising in every digital channel & journey
CRM Activation
Display Ads API
CRM Activation
Data sits on USB key, desktop or laptop. Data is hashed en route to network.
CRM ActivationExisting approaches lack scale and security
Export of clear text customer data (PII)
Direct upload to social network, or plain text file
transfer to a data onboarding service.
data sources
devices
accounts/networks
v90%
of data today was created in the last year
Active Audiences
Data is hashed within SalesforceAutomated audience updating Manage audiences with Journey
BuilderYour data, already in the trusted environment of Salesforce
Your customers, now securely matched to an audience on the network.
Unlimited data sources Single point of onboarding(including suppression
audiences)
Support unlimited ad accounts to enable flexibility in execution.
CRM Activation Automation, governance, and security
Display Ads API
Kraft used third-party data to target females, and found data overlay was 50 percent accurate. That’s no better than random chance.
Challenges of 3rd Party Ad Targeting
“Kraft: Digital Advertising Has A Serious Data Quality Problem,” Digiday, May 18, 2015
Cross-channel advertising with PII
Cross-channel execution
PII
Non-PII Match partner
Ads Management
Audience Platforms: Capturing the Spend US Mobile Display Advertising
In addition: LinkedIn will experience 35x growth in mobile ad dollars in this period
Yahoo
“Facebook and Twitter Will Take 33% Share of US Digital Display Market by 2017,” eMarketer, March 26, 2015“Instagram Mobile Ad Revenues to Reach $2.81 Billion Worldwide in 207,” eMarketer, July 27, 2015
Social.com Advertising PlatformOptimizationCampaign Creation Automation Admin & CollaborationInsights & Reporting
LiveIntent
DISPLAY API
Customer Data Activated Execute Media Across Publishers Acquire/Connect
FacebookAudience Network
DSPsPublishers & Exchanges
Display ads in emails
DMPs
LiveIntent Platform
ACTIVE AUDIENCE
S Instagram
SOCIAL.COM
… all powered by Salesforce
LuckyFish GamesRoi Fishman, Co-Founder - CEO
thank y u
