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Salesforce Marketing Cloud Unveils Instagram Integration

Salesforce launched its integration with Instagram, positioning marketers to engage with customers on Instagram across its suite of Marketing Cloud products.

The tools involved in the integration are for managing and advertising campaigns, Active Audiences to sync CRM data for display ad campaigns, and Social Studio for social publishing, engagement, customer service and analytics.

With Salesforce Marketing Cloud's integration with Instagram, marketers can:

  • Advertise: Buy and manage Instagram advertising with Users can now manage advertising for Facebook, Instagram, Twitter and LinkedIn in one platform;
  • Publish: Marketers can use Social Studio to publish content to Instagram, track campaign performance and share the most successful Instagram images with multiple teams across social networks;
  • Engage: Users can participate on social conversations with Social Studio;
  • Service: Brands can resolve customer service issues on Instagram in a timely manner; and
  • Analyze: Social Studio enables marketers to analyze conversations on Instagram, understand community feedback, sentiment and trends to optimize their strategies.

"As Instagram says so eloquently; images are a universal language," said Scott McCorkle, CEO of Salesforce Marketing Cloud, in a blog post highlighting the announcement. "Salesforce is now excited to offer marketers the opportunity to extend their reach to customers on one of the most engaging channels in mobile, and coordinate those efforts with every other channel in the customer journey."

Salesforce Updates Marketing Cloud With New Email Features, Customer Mapping Tools

Salesforce has unveiled enhancements to its Marketing Cloud, including updated email, metrics and social media applications, along with integrated advertising tools to enable trigger ads based on CRM data.

Debuted at the Salesforce Connections event in New York, the new email features include upgrades to increase performance, ease of use and adoption rates.

The enhancements to Journey Builder, a customer journey mapping tool, are designed to help users map customer journeys across marketing, sales and customer service applications.

Updates to the Active Audience tool intend to help marketers synchronize ad targeting with CRM to run more relevant ads across all campaign channels. The new tools also provide access to digital advertising partners such as Krux, Facebook, LiveRamp, LiveIntent, Neustar, Twitter and Viant.

The pairing of Journey Builder and Active Audiences positions Salesforce Marketing Cloud users to deliver personalized content through multiple channels and measure overall effectiveness, according to company officials.

"The always-connected customer doesn't care if they receive marketing/sales/services interaction. All they care about is having a consistent conversation where and when they need it," said Scott McCorkle, CEO of Salesforce Marketing Cloud, Salesforce, in his keynote presentation. "As marketers we need to know our customers and prospects and where they are in the journey with us."

Other enhancements include:

  • Pre-Built Journey Triggers: Salesforce objects such as contacts, leads, accounts and cases, as well as custom objects are available as pre-built triggers in Journey Builder, designed to automate inbound event-driven triggers, such as a customer joining a loyalty program or downloading an app;
  • Social Network Targeting: Salesforce is a Facebook Marketing Partner for ad technology, content marketing, community management, and audience onboarding; a LinkedIn Certified Marketing Partner across sponsored updates and company pages; and a Twitter Official Partner; and
  • Automatic Customer Record Updates: The ability to automatically modify data in the customer contact record or set up wait times and decision splits to adjust the journey in real-time based on customer interactions across sales, marketing and customer service.

Salesforce Unveils Active Audiences To Automate Social Ad Management

Salesforce logo newSalesforce launched Active Audiences, a product designed to help marketers enhance their ad targeting capabilities across Facebook, Twitter and other mobile app connected through the Facebook Audience Network.

Part of the Salesforce Marketing Cloud, the tool is positioned to help marketers automate the management of targeted ads through Facebook Custom Audiences and Twitter Tailored Audiences applications. Active Audiences is designed to help marketers manage, segment and synchronize targeted advertising with their CRM data in real time.

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