{"id":62598,"date":"2024-03-06T16:09:10","date_gmt":"2024-03-06T05:09:10","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=62598"},"modified":"2024-03-06T18:25:46","modified_gmt":"2024-03-06T07:25:46","slug":"marketing-world-tour","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/marketing-world-tour\/","title":{"rendered":"4 Ways New Data Cloud Features Help You Personalise Ads"},"content":{"rendered":"\n<p>What&#8217;s next in first-party advertising? Our community came together in December at World Tour New York to learn about the latest marketing innovations and how to reach customers better. Here\u2019s the scoop on our&nbsp;<a href=\"https:\/\/www.salesforce.com\/news\/stories\/data-cloud-ads-news\" target=\"_blank\" rel=\" noopener\">latest releases and updates<\/a>&nbsp;\u2014 and what they can do for your business.<\/p>\n\n\n\n<p>Companies are now prioritising first-party customer data in their marketing campaigns. However, the fast-approaching <a href=\"https:\/\/www.salesforce.com\/blog\/first-party-customer-data\/\" target=\"_blank\" rel=\" noopener\">cookieless future<\/a>, make it tough for companies to meet these expectations without the right tools to collect and capitalise on that first-party data.<\/p>\n\n\n\n<p>In December, <a href=\"https:\/\/www.salesforce.com\/news\/stories\/data-cloud-ads-news\" target=\"_blank\" rel=\" noopener\">we announced new<\/a> Data Cloud integrations with Google Display &amp; Video 360 and LinkedIn. These integrations help companies connect their first-party data and execute automated, personalised advertising campaigns.<\/p>\n\n\n\n<p>Let\u2019s take a look at how these innovations will help your advertising efforts.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Make your 1:1 personalisation dream come true<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Personalised connections at scale require strong planning, people, and technology. Here\u2019s how you can bring those things together.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/1-1-personalisation\/\">Get the free guide<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-first-party-data-advertising\">What is first-party data advertising?<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/blog\/first-party-customer-data\/\" target=\"_blank\" rel=\" noopener\">First-party data advertising<\/a> uses information collected directly from your company&#8217;s customers or users to personalise and target advertising efforts. This valuable data, comprising customer preferences and interactions, enables your business to create highly tailored campaigns, enhancing the relevance of your messaging.\u00a0<\/p>\n\n\n\n<p>In contrast to third-party data, customers consent to you using their first-party data, which your company directly manages. This leads to customer trust, as well as compliance with privacy regulations.<br><br>By letting your customers tell you exactly who they are and what they want, you unlock more effective retargeting, personalised content creation, and an overall improved customer experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-our-new-data-cloud-updates-mean-for-your-business\">What our new Data Cloud updates mean for your business<\/h2>\n\n\n\n<p>As you explore how first-party data advertising can help your company, we want to make sure we tell you both the what and the why behind these new innovations. So what do these <a href=\"https:\/\/www.salesforce.com\/au\/products\/marketing\/\" target=\"_blank\" rel=\" noopener\">Marketing Cloud<\/a> updates mean for you? You can improve the way you interact with your customers and your marketing systems, to do things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Personalise at scale: <\/strong>With these new Data Cloud integrations, you can personalise advertising using a complete customer profile that unifies first-party data from customers across marketing, commerce, sales, service, or any touchpoint.\u00a0\u00a0<\/li>\n\n\n\n<li><strong>Increase efficiency<\/strong>: The new integrations\u00a0help you deliver the right message to the right person at the right time. You can do this with rapidly updated segment memberships, near real-time data sharing with advertising partners, and suppressing users that have already purchased or have open <a href=\"https:\/\/www.salesforce.com\/au\/products\/service-cloud\/\" target=\"_blank\" rel=\" noopener\">Service Cloud<\/a> cases.<\/li>\n\n\n\n<li><strong>Segment and activate quickly<\/strong>: You can now compress the weeks it takes to build out segments with legacy SQL-based tools into minutes. Drag-and-drop and natural language generative AI interfaces (coming February \u201824) help you create, test, and build segments quickly. Then you can immediately activate the new integrations with Google Display &amp; Video 360 and LinkedIn alongside your other channels like email, SMS, web, app, and connected devices. This results in a more personalised experience for your customer on their preferred channel.<\/li>\n\n\n\n<li><strong>Build trust with your customers<\/strong>: With these updates, it\u2019s easier to build trust through messages that are more relevant to your customers and compliant with today\u2019s regulations. The new Data Cloud integrations allow you to <a href=\"https:\/\/www.salesforce.com\/blog\/marketing-campaigns\/\" target=\"_blank\" rel=\" noopener\">launch ad campaigns<\/a> that are more relevant(using first-party data) and efficient, through the power of automation.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-astro-2 wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro-2.png\" alt=\"\">\n\n\t\t\t<div class=\"related-trail__illustration related-trail__contour\">\n\t\t\t\t\t<\/div>\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro-2.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" d=\"M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z\" \/><path fill=\"#1d315f\" d=\"M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z\" \/><path fill=\"#8ed1f4\" d=\"M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3\" \/><path fill=\"#aa76b3\" d=\"m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z\" \/><path fill=\"#722a87\" d=\"m49 45.4-4.4 6.4H54z\" \/><path fill=\"#8ed1f4\" d=\"m37 32.6-1.5-2.1z\" \/><path fill=\"#aa76b3\" d=\"m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z\" \/><path fill=\"#722a87\" d=\"m28 41.4-7 10.4h14.6z\" \/><path fill=\"#069a49\" d=\"M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z\" \/><path fill=\"#fff\" d=\"m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z\" \/><path fill=\"#157139\" d=\"M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\">Make your data work for you<\/h2>\n\t\t\t<p>Want to see how Data Cloud can get you closer to your customers? Start with a quick lesson today on Trailhead, the free online learning platform from Salesforce.<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/data-clouddriven-interactions-in-marketing-cloud\" target=\"_blank\" rel=\" noopener\">Let&#8217;s get started<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+300 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Module<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\"><a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/data-clouddriven-interactions-in-marketing-cloud\">Data Cloud-Driven Interactions in Marketing Cloud<\/a><\/p>\n\t\t\t<p class=\"related-trail__trail-description\"><\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__foreground\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-foreground-layout-astro-2.png\" alt=\"\">\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__parks\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-parks-layout-astro-2.png\" alt=\"\">\n\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-some-new-things-marketers-can-do-with-data-cloud\">What are some new things marketers can do with Data Cloud?<\/h2>\n\n\n\n<p>We\u2019ve covered how your business can benefit from these innovations. Now let\u2019s look at some specific ways you can use them to improve your results:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Create connected advertising experiences across display, video, TV, audio, and other channels with Google Display &amp; Video 360.<\/strong> You can improve customer loyalty with engaging and seamless advertising by using unified customer profiles from <a href=\"https:\/\/www.salesforce.com\/au\/products\/data\/\">Data Cloud<\/a>. This allows you to deliver personalised ads and campaign measurement 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 who are most likely to upgrade or churn with relevant messages and offers.<\/li>\n\n\n\n<li><strong>Target a network of over 1 billion active professionals on LinkedIn based on job title, function, industry, and more.<\/strong> You can use first-party data, combined with AI-powered product interest scoring from <a href=\"https:\/\/www.salesforce.com\/au\/products\/marketing\/\" target=\"_blank\" rel=\" noopener\">Marketing Cloud<\/a>, <a href=\"https:\/\/www.salesforce.com\/au\/products\/sales-cloud\/\" target=\"_blank\" rel=\" noopener\">Sales Cloud<\/a>, and <a href=\"https:\/\/www.salesforce.com\/au\/products\/service-cloud\/\" target=\"_blank\" rel=\" noopener\">Service Cloud<\/a>, and product usage data from your own apps to reach more customers. For example, with Data Cloud, 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.<\/li>\n<\/ol>\n\n\n\n<p>Greater efficiency, effectiveness, and personalisation are top of mind for every business looking to improve their advertising strategy. Capitalising on trusted first-party data within your advertising is the key to delivering the experiences customers want \u2014 and the campaign performance your company needs<\/p>\n\n\n\n<p><em>The new first-party data advertising integrations with Google Display &amp; Video 360 and LinkedIn are expected to be generally available in Q1 2024.<\/em><\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Activate your first-party data<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Learn more about how new Data Cloud innovations can help you build stronger relationships with customers.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/products\/data-cloud-marketing\/\">Watch a free demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>These new innovations can make you more efficient and effective at using your customer data to deliver advertising campaigns that resonate.<\/p>\n","protected":false},"author":134,"featured_media":62597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2485,2455],"sf_content_type":[],"coauthors":[2915],"class_list":["post-62598","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-data-culture","sf_topic-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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