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The Secret to Better Advertising? Better Relationships

By Jonathon Millman 12.02.21
Reading time: 3 minutes

Who do you trust more, a billboard or a friend?

That’s a trick question. It’s obviously the billboard. (Sorry, I couldn’t help it.)

Today’s consumers are more media-savvy than ever. The average person sees between 6,000 and 10,000 advertisements per day — and that number has only gone up over time. They know that you’re tracking their data, and in return, they know they’re going to receive a better experience. But so many advertisers fall flat when they try to achieve this. 

Successful advertising today comes down to building 1:1 relationships with your customers. They need to know what’s in it for them, and why they should trust your brand. Without that level of trust, you’re just shouting into the (very noisy) internet.

Your customers look different today

Today’s buyers aren’t clicking purchase from channels you’d expect. 

If you want to start getting more clicks and eyeballs, you have to understand your customer — and with Google stopping support for third-party cookies in 2022, you can’t rely on old methods to do so.

Consumer preferences are changing rapidly, and you need to keep up to be able to go where your audience is. Increasingly, it’s more fragmented and digital driven:

  • Digital media services and direct-to-consumer platforms like Netflix, Amazon Prime, Hulu, and Disney+ are now the top choice of the connected consumer for television
  • Audiences expect hyper-personalization for media experiences, which can only be achieved with data and a 360-degree-view of the customer
  • Entertainment landscape continues to go digital, with a rise in virtual experiences and augmented reality at movie theaters, theme parks, concerts, and sporting event

There are so many platforms out there to choose from. Depending on your audience, you might be looking at Google Ad Manager, Facebook Ad Manager, FreeWheel, and more. The more platforms you’re juggling, the harder it’s going to be to know what you’ll need from your technology. You don’t want to spend all that time and money choosing data integrations for platforms that ultimately you don’t end up using. 

Your target audience may be more concerned with what their favorite influencers like or purchase than what’s the latest headline for the New York Times or CBS. But you can’t assume that all of your customers and prospects look exactly the same. You need to know how target audiences approach their purchase path, what channels influence them the most, and what kind of advertising best suits their needs — rather than the needs of the advertiser.

Salesforce Media Cloud helps you establish 1:1 relationships at scale

Salesforce Media Cloud empowers your business with an integrated programmatic advertising platform to achieve faster times to value, streamline your entire sales lifecycle, dramatically improve organizational and operational efficiencies, and provide a single source of truth for your advertising efforts.

Most importantly, it unlocks a level of customer centricity you need to succeed in a post-cookies world.

That’s because the key to programmatic, personalized advertising at scale is a well-managed database. You need to know everything about your customers to be able to deliver the right experiences at the right time to the right people. 

Better advertising starts with better relationship management, using that data to drive content and placements. What do you customers want to see? That’s what you need to deliver. 

With Salesforce Media Cloud, you can. Salesforce Media Cloud helps you build a converged platform that you own to sell and build integrated media plans: print, linear, and digital, which can now integrate with programmatic exchanges as part of your overall media planning budget.

Build better 1:1 relationships with Silverline

The partnership we have established with Salesforce Media Cloud and Salesforce’s continued investment and innovation positions Silverline to support growing organizations and springboard their digital transformation with Salesforce Media Cloud. We’re here to help agencies and companies alike revolutionize the way they go about media buying — putting you back in the driver’s seat.

If you want to learn more about how Salesforce Media Cloud can help your media business, download our free ebook. 

Ready to see real results? We can help.

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