One strong component hints at Saleforce’s move into advertising: Customers will be able to purchase Google ads based on how consumers respond to email, SMS and push notification campaigns.
Up until now, marketers have been using workarounds to see both sets of data at the same time; the partnership will likely ameliorate this issue, particularly for smaller brands that have less resources.
“Marketers have had an ambition for several years to use their customer data to improve media efficiency and effectiveness but the process for making that a reality has been complex and required deep pockets and specialist resources,” said Stephen Pretorius, UK group CEO and global CTO of Wunderman.
“Google and Salesforce partnering in this area takes away a lot of the friction in the system, making it easier for marketers of all sizes to adopt these strategies.”
Ric Elert, president of Conversant, said that the combination of Google’s anonymous data about specific actions coupled with Salesforce’s database of profiles will boost personalized marketing, but marketers may struggle with getting quick insights.
“The ability to deliver personalization starts with stable consumer identification and then robust individualized profiles, which looks like what they are trying to achieve with this partnership, but that’s only half the equation,” Elert said.