The CRM Playaz Paul Greenberg interviewed Colin Fleming (disclosure: I am a Salesforce employee) when Salesforce's streaming platform Salesforce+ was announced. Later, I asked Brent about the Gang's show.
Brent: Companies will need to find a way for their data to be first and that third party's data cleanly, given all the changes in data privacy and cookies.
Me: Can you explain the difference?
A third party is when you visit a website. This website has partners with which you do not have any relationship. You might then be contacted with an email or an ad from a company that you did not expect to have a relationship. However, that website owner has a relationship with that company. All of this stuff, all these interactions and nuisance breaksups of your day due to notifications and ads, you're not getting it because you had a relationship with the website owner. However, you landed on a site which has potential thousands of relationships.
That's third-party cookies. That is changing. One of the things [Fleming] mentioned is that Salesforce wants great content to allow them to have direct relationships and not rely on third-party backroom deals. That was a great idea. It was a great part of the story that I heard. I believe it is another way to force people to be more honest about their intentions and what they are trying to accomplish.
Keith Teare asked me how fast third-party data would disappear.
Keith: It's already beginning to disappear because of Apples blocking implementation of iOS. Although Microsoft's browser market share is small, it still blocks many things. These common data pools are now being replaced by what you might call a "walled garden" data. This is data that is first-person data. Companies cannot rely on the network to target users unless they know them personally.
This leads to the big question: What is the best balance between content marketing, which Salesforce really believes is doing, and advertising? Advertising is where you pay someone to show you an ad. Advertising targeting is going to decline and content marketing, also known as earned media, is going to increase. This is a major step in the direction of creating the creator economy, or spreading it into an enterprise. Every enterprise will have to be a creator in the world.
Denis Pombriant was added:
Denis: This week, I was interested in a report. It was the seventh edition Salesforce Marketing Survey. It was positive in the first half about new technology being able to support work from anywhere, and other things that make it easy to get out of the office. The second section of the report had interesting data on where corporations were investing in new marketing. There were about 12 categories that received more than 50 percent of the responses. The majority of respondents said that they were either investing enough or actively seeking this out. The conclusion is that all the efforts we make to improve our tech skills on the Web, to address customers, colleagues, and cohorts, are a bit lagging. Organizations must invest in the skills and people needed to support new technologies like content, audio, and video content development, AI, as well as a lot of other things.
That is my opinion. It doesn't matter if there is a creator economy. Vendors' investments, although significant and market-making in nature, are dependent on the market expanding beyond its roots. Podcasts and blogs were originally meant to be an extension of mainstream media. However, listeners and readers moved to social authority for credibility. Livecasting and newsletters suffer when the value proposition for the ad-hoc media is too similar to the mainstream media it aims to replace. Instead, we mute the button and escape to fictionalized stories in which good triumphs over evil.
The creator economy has created a form of vaudeville where talent rises to satisfy a niche. Real success is achieved when there is a consensus on what is best for the emotional center. This is where the extremes of the partisan groups are reduced and the controversy that underpins the current mainstream model. It is clear that moderate progress has been made with the Rachel Maddow negotiations, and the infrastructure deals. Maddow is moving towards a weekly program with creator spinoffs still to be determined, and Congress is creating a half loaf plus a little legislative strategy in order to break down an unattainable agenda into small successes loosely connected. It's not too left or too right, but it is enough to fend off the assault on voter rights and protect the middle. A half loaf is better than one.
The latest Gillmor Gang Newsletter
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The Gillmor Gang Frank Radice and Michael Markman, Keith Teare and Denis Pombriant are among the guests. Recorded live on Friday, August 13, 2021.
Tina Chase Gillmor produced and directed the film @tinagillmor
@fradice, @mickeleh and @denispombriant are @kteare, @brentleary and @stevegillmor @gillmorgang
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