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Explore Data and Advertising Products

Learning Objectives

After completing this module, you will be able to:

  • Identify key features for our Advertising Studio and Data Cloud for Marketing products.
  • Explain use cases for each product.

Introduction

In this unit, we show you how Marketing Cloud Engagement Advertising Studio and Data Cloud for Marketing help create custom audiences and combine data from any source to deliver more targeted marketing.

Advertising Studio

No one likes getting ads for things that aren’t relevant to them—and no marketer wants to waste money creating those sort of ads. You don’t want to advertise new acquisition offers to existing customers, right? And you probably don’t want to send a customer an offer for a product they’ve just purchased. So how can you make sure this doesn’t happen? With Advertising Studio, you can reach the right audience, with the most relevant campaign, at the right time using your Salesforce CRM data.

With Advertising Studio you can:

  • Use CRM data to reach customers and prospects on Google, Facebook, Instagram, Pinterest, Twitter, and LinkedIn.
  • Attract new prospects whose purchasing habits behave like your current high-value customers using Salesforce with Facebook Lookalike Audiences or Google Similar Audiences.
  • Coordinate advertising with email to reach more of your audience. Increase the potential for more sales by targeting customers in email and ad platforms, such as LinkedIn and Facebook.
  • Effectively identify and reconnect with customers who are no longer interacting with your brand—and connect with them on their preferred channel.
  • Improve ROI and reduce spend by optimizing your ad campaigns and suppressing irrelevant audiences from your campaigns.
  • Connect with Account Engagement and Sales Cloud to coordinate your advertising with lead scoring, email nurture campaigns, and your sales teams.
  • Create Facebook ad campaigns in Journey Builder to extend the reach of your email marketing and build cross-channel journeys across email, mobile, and Facebook ads—without a separate digital advertising team.
  • Automatically take leads you get from Facebook and integrate them into Salesforce—then take immediate action with sales and marketing teams.
  • Increase the ROI from your Google Ads strategy by segmenting your prospects and existing customer campaigns.
  • Synchronize customer records instantly from any digital channel and make sure they’re always up to date—whether you’re managing campaigns for dozens or millions.
Note

Learn more about Advertising Studio in the module Advertising Studio Implementation.

Advertising Studio Use Cases

  • Raise awareness for your brand or service.
  • Acquire new customers.
  • Onboard new customers (for example, those who have just signed up for your email).
  • Engage current customers (for example, suggest products that a customer might like based on their likes/dislikes).
  • Reengage current customers who have not made a purchase or interacted with your brand.
  • Upsell and cross-sell customers with offers of interest based on what you know about them.
  • Optimize your advertising strategy by eliminating current customers from campaigns that are not relevant.

Data Cloud for Marketing

Customers today expect each touchpoint they have with a brand to be seamless, relevant, trustworthy, and human. This can be a challenge when customer data resides in numerous, disconnected platforms and marketers are unable to paint a complete picture of each individual and deliver personalized value across interactions. With Data Cloud for Marketing, bring together all of your data sources to create a single source of truth for each customer, act on your data by creating and sending audience segments to engagement platforms, and optimize the data by connecting to marketing performance and business intelligence tools for analysis.

In Data Cloud for Marketing, you can: 

  • Connect data from both Salesforce and external systems using multiple data ingestion mechanisms
  • Map data from each source system to enable Data Cloud for Marketing to understand and standardize data attributes for use in segmentation and activation
  • Unify customer data using identity resolution features to produce a single source of truth for each individual
  • Leverage the Calculated Insights capability to derive metrics like customer lifetime value or propensity to churn to better understand each customer
  • Activate audience segments across any channel, including: web and e-commerce sites, email and SMS, social and display advertising, and more

Data Cloud for Marketing Use Cases

  • Single Source of Truth: Create a robust 1st Party data strategy and leverage unified customer data and insights to drive relevant, personalized experiences across marketing, sales, service, and commerce touchpoints
  • Consent and Preferences: Track and manage consent and preference data to ensure compliance with modern data regulations and privacy laws while building trust and stronger customer relationships.
  • Insights and Analytics: Utilize Einstein AI capabilities and integrate with analytics tools like Tableau and Marketing Cloud Intelligence to unlock rich insights from profile data and drive intelligent marketing decisions

Resources

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