Today’s media companies have their hands full. On the one hand, they face increasing pressure to manage complex workflows. On the other hand, they need to maintain creativity and flexibility to meet the demands of their clients. Whether it’s handling advertising campaigns or content distribution, the need for automation has never been greater for them. This is where Salesforce Media Cloud comes into play. As a powerful platform tailored for media companies, Salesforce Media Cloud can automate various operations and drive better results for media companies from the word go. In this post, we will understand the key challenges faced by Media companies first and then find out how Salesforce Media Cloud helps overcome these challenges through its rich feature set.
Key operational challenges faced by different types of media companies
Here are some key challenges faced on a daily basis by different types of media companies –
Challenges Faced by OOH / DOOH Media Publishers
- Managing outdoor advertising spaces gets challenging due to finite inventory. Publishers often face unpredictable demand fluctuations. This can lead to either underutilisation or overbooking of their available spots.
- Maintaining physical assets, whether static billboards or digital screens, requires significant investment. This includes installation, repair, and upgrades of display technology. DOOH displays, in particular, demand regular updates.
- While traditional OOH media has struggled with measuring campaign effectiveness, the introduction of DOOH helps to some extent. However, accurately tracking foot traffic, engagement, and return on investment remains difficult without advanced technologies.
- Operating in the OOH sector means complying with various regulations regarding where advertisements can be placed, what type of content is allowed, and the duration of ad displays. In urban areas, this can be highly restrictive, impacting revenue generation.
- DOOH media publishers must invest in new technologies to stay competitive. The challenge lies in integrating programmatic advertising and ensuring real-time updates and content accuracy across multiple digital displays.
Challenges Faced by OOH / DOOH Media Agencies
- OOH/DOOH media agencies often work with clients looking to integrate their outdoor campaigns with digital and other media channels. Ensuring seamless integration and maintaining consistency across various platforms is a significant operational hurdle.
- Measurement of effectiveness is another challenge. This is unlike social media, where click-through rates (CTR) and conversion data are readily available. OOH/DOOH metrics are often less standardised. This creates great difficulty in demonstrating ROI to clients.
- Managing multiple vendors and sites across different regions means handling complex inventories. This includes both traditional static spaces and newer digital ones. All of these require advanced booking systems and real-time data on inventory availability.
- Outdoor campaigns must be executed within short timeframes. DOOH offers flexibility with digital displays. However, the coordination between advertisers, creative teams, and publishers is still a challenge.
- Crafting effective OOH/DOOH campaigns that fit the specific size, location, and audience of each display is complex. Additionally, agencies must ensure creative content complies with local regulations. This is true mainly for messaging and visual standards.
Challenges Faced by Digital Media Agencies
- In an environment oversaturated with digital ads, consumers often experience ad fatigue. This can lead to declining engagement and higher bounce rates. Additionally, privacy regulations like GDPR and CCPA complicate targeting strategies. This makes it harder for agencies to collect and utilise customer data effectively.
- Digital agencies depend on platforms like Google, Facebook, and YouTube. However, they constantly evolve their algorithms and policies, which can disrupt ongoing campaigns. This forces agencies to rapidly adapt strategies to maintain campaign performance.
- Multi-touch attribution in digital media is complex. In simple words, when dealing with multiple channels like social media, search engines, display networks, and email. attributing conversions accurately to specific touchpoints is challenging. This can lead to inefficiencies in optimisation efforts.
- Digital media clients often have high expectations for quick results with limited budgets. Balancing client demands and optimising ad spend to achieve measurable results is a challenge. It can often put significant pressure on agencies to deliver consistent performance.
- Digital media operations is getting more and more complicated, thanks to advent of programmatic advertising and advanced data analytics. Finding and retaining specialised talent who know these areas is a major challenge. Agencies must also manage resources across multiple projects, complicating it even further.
Key Salesforce Media Cloud features
To overcome the above challenges, media houses must adopt Salesforce Media Cloud, which is an AI-powered CRM tailored for Media and publishing businesses. It comes with pre built modules, workflows, and automation designed for media business processes. You can effectively cut costs with time-saving automated solutions. Here are some of its salient features:
Industry-Specific Data Model: Salesforce Media Cloud uses a customisable and extensible data model built for media and entertainment providers. This allows media companies to efficiently manage complex data and improve content delivery by integrating audience preferences, subscription details, and advertising information in one unified platform.
Omniscript: This feature enables users to design dynamic customer interactions without needing code. It is also possible to deploy them across multiple channels and devices. Using this media companies can create seamless, personalised user experiences. They can also automate interactions for customer support, subscription services, or ad sales, all while reducing development costs and time.
Business Rules Engine: This feature helps implement automated decision-making processes tailored to media workflows. Media companies can streamline operations by automating tasks such as campaign approvals, content distribution, audience targeting, and so on, all leading to improved agility and quicker response times.
Advertising Sales Management: This feature accelerates advertising sales and optimises campaign performance by integrating sales data with audience insights. Media companies benefit by managing advertising inventory more effectively. This improves their sales team’s productivity and helps them deliver better ROI for advertisers.
Industries CPQ: This feature utilises advanced order capture and guided selling with a media-specific CPQ system that supports complex pricing models. Using this feature, media companies can simplify the entire sales process. They can offer personalised packages and pricing based on customer needs. This leads to higher sales conversion rates and ad efficiency.
Order Management: This feature helps in managing orders efficiently through a customer-first, distributed order management system. It helps media companies reduce operational costs while ensuring seamless order fulfilment for subscriptions, advertising slots, or digital content.
Subscriber Lifecycle Management: This feature enables the monetisation of audiences faster by launching B2B and B2C subscription services. Media companies can deliver personalised experiences at scale. They can streamline subscriber acquisition, retention, and upselling, resulting in higher lifetime value and increased revenue.
Personalised Journeys: This feature helps drive deeper engagement with intelligent recommendations and personalised customer journeys. It allows media companies to deliver relevant content, increasing customer stickiness, engagement, and loyalty, ultimately leading to lower churn and higher subscriber satisfaction.
How does Salesforce Media Cloud help clients?
With the help of the above features, here are five ways in which Salesforce Media Cloud helps media companies improve various aspects of their operations –
Improves audience engagement through multi-channel strategies
Salesforce Media Cloud empowers media companies to engage audiences across multiple channels. It includes everything from email to social media and mobile to web. By integrating these channels, you can offer consistent and personalised experiences. You can cater to the preferences of individual users, ensuring seamless interactions regardless of the channel or platform.
Enhances subscription and onboarding experiences
The platform simplifies the subscription management process. It helps media companies create tailored onboarding journeys through automated workflows and personalised messaging. It even helps guide new subscribers, ensuring a smooth start and improving the overall customer experience from the very beginning.
Reduces churn and increase retention
Salesforce Media Cloud’s analytics and engagement tools allow businesses to identify at-risk customers. This lets media houses create retention strategies proactively. Personalised offers, tailored content, and re-engagement campaigns can be automated to keep subscribers loyal.
Achieve personalisation to create differentiation
With Salesforce’s AI-driven capabilities, media companies can leverage data to understand user behaviour. This lets them make appropriate campaign recommendations, which can help them stand out in the competitive media space.
Get real-time insights to make the right adjustments
Salesforce Media Cloud’s real-time analytics offer detailed insights into campaign performance. This data empowers media companies to make quick adjustments and fine-tune their strategies. They can improve user experiences based on real-time information, leading to improved outcomes.
Conclusion
Salesforce Media Cloud is the ideal tool for media companies looking to automate operations, streamline workflows, and enhance customer engagement. By leveraging its powerful automation and real-time insights, media companies can stay ahead in this dynamic industry. For media companies in the UK seeking expert guidance, Brysa is a leading Salesforce consultant offering tailored implementation services to help you unlock the full potential of Salesforce Media Cloud. Contact us to know more.
