Omnicom Media Group will employ Salesforce's Marketing Cloud for its social media-based marketing and advertising efforts across its global agency network, the companies are announcing today.
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By Taylor Robertson:
This article discusses why Omnicom Group, one of the largest advertising and marketing holding companies who controls some of the largest and most successful agencies such as BBDO, has signed a deal to begin using Salesforce’s social media technologies to create campaigns that better target consumer needs. The media conglomerate is looking to create deeper consumer interactions for its 5,000 clients through the creation of “social media command centres” in London, San Francisco, Chicago and New York. These command centres will use the newest Salesforce social listening technologies to scale their scope across the world.
This change in the agency world is a new revelation because it is one of the first instances of agencies using social media listening to differentiate themselves. In the past agencies have offered superior creative execution and account management as differentiating qualities while gaining insights about a products target customer from some strategy, but mainly from insights coming from the client. This model of social listening will allow Omincom to gain a better understanding of the target market than the client would have or any other strategy research available before, resulting in more targeted campaigns and better sales per advertising dollar.