Salesforce.com gets into social advertising with Salesforce Marketing Cloud

Brands and agencies can now manage Twitter advertising alongside all of their existing social marketing programs with an ads platform from Salesforce.com.

Salesforce Marketing Cloud has been designed to connect a company’s marketing efforts with their sales and services, as well as enabling marketers to manage Twitter advertising using new Twitter ads API.

In addition to letting users build and execute real time Twitter advertising campaigns, campaigns on the social network can be more efficiently scaled with the help of innovative workflows, and with creative, bid and targeting optimisation.

Salesforce.com Salesforce Marketing Cloud CMO, Michael Lazerow, said that Twitter marketing has evolved and needs to go beyond “just publishing content.”

“From the CMO to the community manager, our customers will see increased efficiency and return on investment from our new Social Ads platform for Twitter,” he said.

Lazerow adds that that the platform is combined with Salesforce.com’s Twitter certified products for engagement and analytics.

With the Salesforce Marketing Cloud, users can track real-time conversations from more than 540 million social sources across the web including Facebook, YouTube, LinkedIn, blogs and online communities, including the more than 400 million Tweets sent per day on Twitter.

Twitter global revenue president, Adam Bain, said it was important to work closely with advertising partners when building out Twitter’s ads API to better understand how marketing campaigns are scaled.

“We are delighted to continue to build upon our long-standing relationship with salesforce.com, and bring campaign management into the same suite as their leading listening and engagement products,” he said.

Real-time dashboards Salesforce Marketing Cloud provide actionable insight including customer sentiment, demographics, intent and influence, can be access, allowing users to make better business decisions in marketing, sales and service applying through social insights.

Pricing and release date for Salesforce.com’s Social Ads platform for Twitter is yet to be announced, as it is currently being tested in a closed beta.

Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.

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