Marketing has changed considerably over the years. Traditional advertising used to be the primary tool of the marketer, but today there is a huge range of touchpoints through which to reach customers. As a result, marketers must experiment with new channels and different techniques to create campaigns that reach the right people.
As marketing strategies have changed, so too has marketing technology. Nowadays it is more than plausible for companies to use artificially intelligent data management platforms (DMPs) to help build relationships with customers. And the Salesforce Data Management Platform (or Salesforce DMP) does just that.
The importance of having a robust DMP for your business
There are a few important reasons to start using a DMP, if you haven’t already:
- Reach new customers
If you’re selling a new product or service, you normally want to reach new customers. This is what DMP data is perfect for. It helps you find new audiences via audience extension by adding third party data onto your existing audience. It also enables look-alike modelling, which uses machine learning to find new customers for your business.
- Get to know your existing customers better
A DMP uses existing data such as search results, social media engagements, and survey responses in order to predict what new products or services your customers might like. This data is helpful for building marketing campaigns that will resonate with individual preferences and, as a result, help to drive increased sales and loyalty.
- Use your marketing budget wisely
DMPs allow you to build specific audiences of people who have previously visited your website or purchased your products. That means you can focus your marketing efforts on those who are more likely to convert, rather than spreading a message far and wide, and simply hoping it’ll land with the right person
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What is Salesforce DMP?
There are several different DMPs on the market, but the Salesforce DMP is one of the most popular. Part of the Salesforce Marketing Cloud, Salesforce DMP compiles data from both its own and external sources to create detailed user profiles.
It allows you to customise and distinguish between these sources to develop marketing campaigns that are tailored to specific users’ needs or interests. Salesforce DMP can handle a large volume of data, which means you can integrate data from partners that use the same tool.
Benefits of Salesforce DMP
The main benefits that customers experience from using Salesforce DMP include:
- Complete data profiles
Salesforce is the only DMP that can capture, store and unify data that goes beyond advertising. It has the world’s largest device graph, so it can understand a customer’s unique footprint across all touchpoints, and deliver personalised, relevant messages.
- Brand new insights
Thanks to Salesforce Marketing Cloud Einstein, Salesforce DMP uses advanced analytics, machine learning and AI to analyse billions of data signals across all customer actions to develop new audience segments. These insights are actionable and can drive campaigns and results.
- Premium data sources
Salesforce DMP identifies and works exclusively with reliable data sources. This helps you find more prospects and leverage peer-to-peer data sharing with trusted data providers that supply data for your use cases.
Work with a certified partner
Celerity is a certified Salesforce partner. Our experts can help you integrate, utilise and customise Salesforce DMP to help you achieve your goals and reach new customers.
Want to learn more? Contact us for a free Salesforce Marketing Cloud consultation today, or learn more about our marketing technology services.