Salesforce.com enters the online advertising business

23 Apr 20132 Shares

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Having conquered the online CRM space and creating social communications channels for businesses, cloud software giant Salesforce.com is now intent on becoming an online advertising player with Salesforce Social.com, a social advertising app that connects social ads with CRM and social listening.

The tool will enable brands and agencies to connect social ads to real-time customer and social-listening data on Facebook and Twitter. The campaigns have been run by marketers in 45 countries, targeting consumers in nearly 200 countries. In March 2013, Social.com served more than 2.5bn impressions per day.

Ford, GroupM and Resolution Media have all used the Social.com tool to manage more than 500,000 social ad campaigns and 1trn impressions.

Salesforce.com said today that social advertising is a huge opportunity for marketers, with spend more than doubling from US$4.7bn in 2012 to US$11bn in 2017, according to BIA Kelsey. And 64pc of advertisers expect to increase their spend on social advertising in 2013, according to Nielsen.

“Today, Salesforce.com is doubling down on social ads,” said Michael Lazerow, CMO of Salesforce Marketing Cloud, Salesforce.com. “Social ads cannot be disconnected from your business.”

By bringing together Social.com with Salesforce CRM and social listening application Radian6, Salesforce.com has made it possible for marketers to connect social advertising with their customer data and real-time trends to maximise return from their advertising dollars, Lazerow said.

Cloud meets social image via Shutterstock

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Editor John Kennedy is an award-winning technology journalist.

editorial@siliconrepublic.com