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Salesforce releases advertising tool

13/05/2016 by Sharon Shahzad


Salesforce continues to unveil a raft of new tools for users, with the latest including an advertising tool, a marketing cloud app and a new release of Marketing Cloud Lightning. For clients of the Customer Relationship Management (CRM) solutions provider, the technologies should help focus and streamline marketing more than ever before, from providing better ways to create adverts, to offering insights from mobile devices.

On Tuesday 10th May, Salesforce showcased the new Advertising Studio. This solution is integrated with Google’s Customer Match API, meaning that users will be able to deploy targeted adverts across Google’s raft of properties, including search, Gmail and YouTube. The solution is said to provide a single point of contact for a brand’s relevant touch points, from sales and social media, to email and web. As a result, digital ads can be seamlessly deployed, whilst channels are easily coordinated with one another. One feature of Advertising Studio is that adverts can be built and deployed within Salesforce Marketing Cloud Journey Builder itself. There are also features to allow streamlined ad campaigns to be developed, as well as the automatic capturing of leads resulting from Facebook ads. Salesforce’s own CRM data can also be used to improve marketing across channels such as Google, Facebook and Twitter.

Writing about Advertising Studio on its official blog, Salesforce spokesperson Liam Doyle said that brands could save money on their search ads because integrating with Google’s Customer Match API means that only true prospects will be targeted, not current customers. In addition, adverts could be deployed at critical moments, such as an instance when customers are looking at a competitor’s products. “The ability to reach important customers (i.e., email openers from the last seven days, loyalty card holders, or recent purchasers of a product) and people similar to them, allows for more powerful and relevant advertising across the board. And now, investments in search engine marketing can be better coordinated with the rest of the customer journey,” wrote Doyle.

The announcement of Advertising Studio was made alongside Salesforce’s news of its first Marketing Cloud app and the release of Marketing Cloud Lightning. The latter will provide better analytics and improvements to user experience for marketers and developers. Marketing Cloud app will allow users to follow the performance of campaigns from mobile devices so that quick decision making can be used to keep digital ads on track.

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