Salesforce is upping its social advertising efforts in Australia and is planning to convince large brands to invest in the market.
Two years ago Salesforce paid US$2.6 million to secure the social.com domain, and has now developed the platform to allow brands to manage, optimise, and automate advertising campaigns on multiple social networks. The acquisition was a clear sign that it aimed to connect social advertising with CRM data, and now the company believes the time is right to accelerate that business in Australia.
After conquering the social listening and publishing markets through the acquistions of Radian6 and Buddy Media, the company is now aiming to work with brands and digital agencies to help drive their social ads strategy. Next week Salesforce will undertake a marketing blitz at the CEBIT technology trade show in Sydney.
Sessions will include joint presentations with key partner Facebook and active wear retailer Lorna Jane, which has created more than 700,000 Facebook followers, using Salesforce’s social offerings.
“Social.com is about bringing together this whole cycle of listening and understanding the real-time voice of the customer, to publish and create the right content to connect you to the customer,” Charles Wood Area VP, Asia Pacific & Japan, Salesforce Marketing Cloud, told AdNews. “The social.com side is to advertise and amplilfy the value of that content and ensure you get to the right audience at the right time.”
Wood also indicated that the marketing push for social.com is merely the first step in Salesforce’s plans to be a major player in the social advertising space.
“What we are doing right now is very social-focused,” Wood said. “We are going to continue over the next couple of years to expand our portfolio. It makes absolute sense that we continue to invest around the advertising side of the business. The next step is to continue our ability to advertise and optimise your advertising dollar across all of these social networks.”
Salesforce will no doubt ensure that any new hot social network, including the fast growing online communities in Asia and China, will be integrated into the social.com platform. The company sees its advantage in its optimisation, targeting and programmatic campaign tools.
“If you are an agency or a large organisation thats running many large campaigns for many different brands, you now have a single place to manage it all,” said Wood.
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