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Cookies are dead, long live first party data! Navigating the New Era of Digital Marketing: The Salesforce Advantage

The Rise of First-Party Data

In a transformative shift led by tech giants like Google, the digital advertising landscape is evolving rapidly, moving away from third-party cookies towards a model that priorities user privacy and data protection. This evolution reflects a broader industry trend towards first-party data collection and utilisation, a realm where Salesforce emerges as a pioneering force, offering robust solutions like Personalisation Builder and Salesforce Data Cloud (CDP).

With the gradual phasing out of third-party cookies, advertisers and digital marketers are compelled to rethink their strategies, focusing more on first-party data to remain effective and compliant with privacy regulations. This shift is not just a response to changing technology and regulations but a strategic move towards building more trustful and direct relationships with customers.

Salesforce is at the forefront of this transition, with its new offerings, Personalisation Builder and Salesforce Data Cloud, provide businesses with the tools they need to harness first-party data, offering a seamless, personalised experience to both known and unknown visitors on their websites.

Salesforce Personalisation Builder: A New Dawn for Customer Engagement

Salesforce Personalisation Builder is designed to revolutionise how businesses interact with their website visitors. It allows for the collection of first-party data in real-time, enabling personalised engagements based on individual user behaviours, interests, and preferences. Whether a customer is known or anonymous, Personalisation Builder helps create a tailored experience that boosts engagement, conversion, and loyalty.

This tool is invaluable for businesses seeking to understand and act upon the nuances of customer interactions on their websites, transforming generic visits into personalised journeys. In an era where user experience is paramount, Personalisation Builder ensures that every touchpoint is an opportunity to deepen customer relationships.

"This shift towards first-party data and personalised interactions is a warm welcome. It not only enables businesses to engage customers in a more meaningful way but also seamlessly incorporates brand strategy and customer intimacy at scale. "In this new era, the connection between a brand and its customers becomes not just more personalised but more strategic, fostering a deeper sense of loyalty and engagement."

Rommert Crépin, Commercial Director at Penfield Assist Digital

Salesforce Data Cloud: A Unified View of the Customer

Salesforce Data Cloud, the new iteration of Salesforce CDP, takes customer data management to the next level. It integrates data from various sources into a unified customer profile, enabling businesses to make informed decisions based on a comprehensive view of their customers. This 360-degree perspective allows for more targeted and effective marketing strategies, driving both acquisition and retention.

Data Cloud's capability to provide real-time insights and activations across multiple channels empowers marketers to deliver cohesive and personalised customer experiences at scale. In the context of diminishing third-party cookies, Data Cloud offers a future-proof solution that prioritises privacy, leveraging first-party data to fuel engagement strategies without compromising on compliance.

The Competitive Edge

As the digital landscape continues to evolve, Salesforce's offerings stand out as essential tools for businesses aiming to navigate the complexities of modern marketing. By focusing on first-party data and personalised experiences, companies can build deeper connections with their customers, driving loyalty and growth in a privacy-conscious world.

The strategic shift towards first-party data, exemplified by Salesforce's Personalisation Builder and Data Cloud, not only aligns with the industry's move towards greater privacy but also opens new avenues for innovation in digital marketing. These tools offer a competitive edge to businesses ready to embrace the future of customer engagement, setting a new standard for personalised, data-driven marketing strategies.

In conclusion, as the industry seeks a new balance between privacy protection and effective advertising, Salesforce emerges as a key enabler of this transition. Its suite of tools equips businesses with the capabilities needed to thrive in a cookie-less world, ensuring they can deliver personalised, engaging, and compliant customer experiences. This is the Salesforce advantage: a path to digital transformation that respects user privacy while driving business success.

The future is now, and the possibilities for marketers on Salesforce are limitless. Let's talk!

Rommert Crépin

Commercial Director

Contact Rommert