Gillmor Gang: Half a Loaf

When Salesforce announced its streaming platform Salesforce+, the CRM Playaz’ Paul Greenberg and Brent Leary interviewed Colin Fleming, SVP of Global Brand Experiences at the CRM company (disclosure: I work at Salesforce). Later, I asked Brent about his show on this episode of the Gang.

Brent: With all the things going on with data privacy and cookies going away, companies are going to have to figure out a way to get first—and that third party, but first party data in a clean way.

Me: Can you describe the difference?

Well, a third party, you go to a website and this website has partners that you have nothing to do with, and all of a sudden you land on a website and the next thing you know, you might be getting hit up with an ad or an email from a company you didn’t even expect, you don’t have a relationship with. But that company has a relationship with the website owner. So all of this stuff, all of these interactions or nuisance breakup of your day because of ads and notifications you’re getting, you’re getting it not because you had a direct relationship, but you landed on a site that has potentially thousands of relationships with other companies that want to get at you.

And that’s the third party cookies way of doing things. Well, that’s going away. And one of the things that [Fleming] pointed out is that what Salesforce wants to do is create great content in order to be able to build a direct relationship and not have to depend on the traditional third party backroom deals. And I thought that was really great. I was really excited to hear that part of it, because I think it’s another way of forcing people to actually get away from this third party stuff and and be more direct about what their intentions are and what they’re trying to do.

I asked Keith Teare how quickly third party data is going to go away.

Keith: Well, it’s already starting to go away because of Apple’s implementation on iOS blocking things. Microsoft’s browser [market share] is quite small these days, but it also blocks things. So you’re moving from these common pools, lakes of data, to what you could think more of as a walled garden data, meaning first person data. Companies can’t rely on targeting through the network anymore unless they themselves know the users and then they can.

So that leads to this big question, which is: what is the right balance between content marketing (which is what I really think Salesforce is doing) where you’ve got a direct audience, versus advertising, where you pay somebody to show an ad? The targeting on ads is going to deteriorate and content marketing, which is what you could think of as earned media—that is to say, you work to get the attention—is going to grow. So this is really a fairly major shot in the arm of what some people call the creator economy and spreading it out into the enterprise. Every enterprise is going to have to become a creator in this world.

Denis Pombriant added:

Denis: I read an interesting report this week. It was the seventh edition of the Salesforce Marketing Survey. The first half of it was very positive about using new technology to support work from anywhere and a variety of other things that free you from the office. But the second part of it had some very interesting data about where investments were going by corporations into new marketing. In about a dozen categories, no category had more than a 50 percent response. Basically saying, yeah, we’re investing enough or we’re actively pursuing this. So the conclusion I draw from is that everything we seem to be doing about being more tech savvy out on the Web and addressing customers and colleagues and cohorts or whatever it is, is somewhat lagging and will lag until organizations invest in the skills and the people to support some of the new things like content development, audio content development, video content development, AI, and quite a few other things as well.