With increasing innovation in technology, more marketing channels and tools to service them are available than ever before. Chosen from the masses, each business has its own set of software and platforms that they use to communicate, sell and market internally and externally that is also known as their ‘tech stack’. The challenge business owners and digital marketers face is choosing what tech suits their needs and will scale with growth.
At Blirt, we have chosen to specialise in the Salesforce ecosystem because it is the largest CRM provider that also has best-in-class tech solutions across service, marketing and more. We provide consulting services to clients across Sales Cloud, Marketing Cloud and Pardot to help business owners empower their sales and marketing teams to deliver smarter, more personalised customer experiences and shift the needle on the business.
Staying up-to-date is essential to get ahead in customer experience. We recommend reading the latest Salesforce Digital Advertising 2020 report that provides insights into the new era of advertising and media buying.
We have summarised this report into three key themes:
1. Utilising data for hyper-personalisation
2. The rising importance of video and
3. How new tech means new ad space.
Read on as we explore and highlight how you can apply the learnings to help focus your digital marketing efforts.
Utilising Data for Hyper-Personalisation
Data is the key to driving the customer experience and powering tech. With a huge amount of data at our fingertips, businesses need to know what data to collect and access to be efficient.
Customer relationship management data (CRM): CRM data, such as email addresses and phone numbers, is the most commonly used data to target advertising. As CRM platforms grow in popularity, so do the integrations with external data sources, which enable marketers to drill into advanced customer information for marketing personalisation. Over the next 2 years, there is a 27% projected growth in businesses using advanced CRM data, which includes purchase transactions, customer service information and postal addresses.
Online data: 90% of advertisers use some type of online data to target their ads. First-party data that is collected from the business’ own marketing and sales efforts into a CRM platform is still considered king, however, the use of second and third-party data is on the rise. Businesses are adopting the practice of accessing external data sources to increase reach and growth, however, we recommend that you have a good understanding of each data type’s strengths and weaknesses before jumping on board.
Demographic data: 95% of advertisers use demographic data to target prospects they know nothing about, which includes information like age, gender, location, topics of interest and product categories. Use of interest-based data, such as personality and preferences, is expected to see the biggest growth over the next 2 years at 24% as it becomes more widely available to brands.
Businesses are managing their data in many ways, including the traditional spreadsheets (42% of businesses) and website analytics platforms (50% of businesses). As more data management solutions become available, businesses are adopting new ways to harness the power of data to drive customer experience. Data management platforms (55% of businesses) such as Salesforce DMP and marketing automation platforms (30% of businesses) such as Pardot have gained significant ground, identifying a shift in advertising requirements to assess performance, measurement and attribution. More information on Salesforce DMP can be found here.
Video Rises in Importance
Businesses have been using video content for years, but it wasn’t until recently that major platforms like Facebook and Google have given it centre-stage. As a result, 65% of companies have increased their video advertising over the past year. Year-over-year growth in video advertising is averaging at 62% across B2C and B2B companies. The huge growth is attributed to a change in buyers’ preferences in media consumption, with more people choosing to watch a video than view a display advertisement.
New Tech Means New Ad Space
Consumers are experiencing new technologies in their homes, including smart TV’s, voice-activated digital assistants and wearable devices, as well as those on the horizon such as augmented and virtual reality. With the right tools, businesses are able to capture more of their audience’s personal and professional hours and leverage the data to target prospects at just the right moment. To help businesses to more in this space, Salesforce has developed the Internet of Things. IoT enables businesses to collect data from multiple touchpoints and analyse customer information in real time – without the need for a human to collect it and enter it. More information on this tool can be found here.
A business that seeks high performance in digital marketing must leverage multiple data sources to target audiences. Determining what channels to use and what data to capture is a point of contention in many businesses, which is why we use best practice in combination with the latest technology to guide our customers to success.
Need help or have questions? Talk to one of our marketing consultants today. Come say hello firstname.lastname@example.org