In an exciting development for the digital marketing and retail media landscape, Dentsu has announced the launch of Smarter Media, an innovative tool powered by artificial intelligence in partnership with Salesforce. This new solution is designed to enhance personalized buying experiences while driving retail media monetization to new heights. By harnessing the capabilities of Salesforce’s robust product suite—including Media Cloud, Sales Cloud, and Marketing Cloud Engagement—Smarter Media aims to bridge the gap between consumer expectations and retail offerings.
As digital consumers become increasingly discerning, providing exceptional customer experiences has never been more critical. According to recent research by Salesforce, 80% of customers believe that their experience with a company is as important as the products or services offered. This statistic highlights the urgency for retailers to adapt and innovate in response to shifting consumer preferences, especially considering that 72% of shoppers are willing to switch brands for better deals.
Paul Lynch, Integrated Solutions Lead for Commerce and Retail UK&I at Dentsu, emphasized the company’s commitment to supporting its clients in navigating the complexities of the modern retail environment. He remarked, “We are hugely excited to announce the launch of Smarter Media with Salesforce, which will further support us to innovate to impact for our clients.” This initiative aims to provide cohesive and personalized buying experiences that align with the demands of today’s experience-focused economy.
Christopher Dean, Senior Vice President and General Manager for Communications, Media, and Entertainment at Salesforce, echoed these sentiments, noting the potential of this collaboration to reshape media technology accessibility for retailers. He stated, “By combining the power of Salesforce Media Cloud’s industry-specific solutions along with Dentsu’s creative retail media expertise, we’re helping make media technology more accessible for retailers.”
The Smarter Media tool conducts a thorough assessment of a brand’s current media capabilities, identifying strengths and areas needing improvement. This systematic approach aids businesses in formulating a tailored roadmap to enhance their media strategies. The AI functionalities provided by both Dentsu and Salesforce work in tandem to offer consumer-centric, personalized experiences—ensuring that real-time data analytics and metrics inform decision-making processes.
Another noteworthy feature of Smarter Media is its “test and learn” framework, which allows retailers to quickly adapt their strategies based on the quality of customer data. This adaptable nature is crucial, especially in an environment where consumer behavior can change rapidly. With the aim of delivering a measurable return on investment within just six months, Smarter Media positions itself as a vital component of an effective digital marketing strategy.
The solution’s comprehensive nature facilitates improved customer interactions and fosters ongoing relationships, ultimately leading to increased monetization opportunities. By providing end-to-end management from prospecting to performance analysis, Smarter Media supports both simple and complex retail models, streamlining the process for brands looking to thrive in today’s competitive landscape.
In addition to enhancing customer experiences, Smarter Media aims to democratize advanced media technology, making it accessible for businesses of all scales. This commitment to inclusivity is timely, as the industry grapples with the challenge of ensuring that smaller players retain their competitive edge amidst growing corporate consolidation.
Adopting a complete outsourced model powered by Salesforce and managed by Dentsu not only simplifies the integration of sophisticated media technology but also allows brands to focus on what they do best: creating exceptional products and services for their customers.
As the retail environment continues to evolve, the introduction of tools like Smarter Media plays a crucial role in shaping the future of personalized marketing and retail experiences. The combined expertise of Dentsu and Salesforce signals a significant advancement for brands striving to meet the ever-evolving expectations of their customers.
In conclusion, the launch of Dentsu’s Smarter Media tool marks a pivotal moment for the retail media sector. By providing access to cutting-edge technology and a framework designed for adaptability, this collaboration promises to enhance not only customer satisfaction but also overall business performance. The retail landscape is set to benefit significantly from this innovative approach to media management and customer engagement.
