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and Union : A Powerful Marketing Tool
According to a recent Research Report
Combined use of emails and online adsincreased the reach of a campaign by77%.
Customers were 22% more likely to beconverted when reached by both thesemediums, rather than either oneseparately.
Background
We already know that the CRM data that isassociated with customers gives a lot of insightsinto their behavior and can be of immense useas a potential input for advertising. Social mediaplatforms like Facebook and Twitter on theother hand, provide the required audiences forthe advertising. Active Audiences fromSalesforce seem to be the ideal connectingfactor between these two, to help use customerdata in the most effective manner.
Let’s see how Salesforce plans to help businesses achieve better results
from their advertising investment with the use of Active Audiences to
harness the power of Social Media.
Mobile advertising has gained importance over the yearsand now needs to be an essential part of any advertisingcampaign. By using the advantages provided by social mediato target mobile audiences, Salesforce is definitely providingmarketers with a powerful new interface to reach theirtargeted customers. The beauty of it is that it is not necessary to
attract customers to use a new arena, asFacebook and Twitter are commondestinations for users already. All it needs isto place your ads in these locations, tomake them visible to the appropriateaudiences.
Use of the most efficient mediums:
Make your data work for you:
Salesforce Active Audiences now makes it possible to use thisdata as a strategic part of your marketing campaigns. It canhelp you not just with retaining your existing customer base,but also with reaching out to potential customers who aresimilar to them. This lookalike identification is an important
advantage offered by Active Audiences. Italso helps brands to create advertisingaccording to the specific part of thecustomer journey. For example, a newcustomer might require brand andorientation information, while a long-lastingone might appreciate looking at new ideasand opportunities.
CRM data is a great source of information on your customers, though
it should be made use of only with all precautions for customer
security and privacy.
Using cookies for advertising has been a prevalent method, although
now, it is turning inefficient.
The mobile interface was not supported by this solution at all.With the smartphone becoming a very important medium to reachcustomers, a solution that encompasses this ecosystem is veryimportant for success in advertising.
With the advent of Active Audiences,Salesforce has ensured that Facebook,Twitter and mobile apps can now providethe backdrop to engage your customer’sattention.
Move away from Cookies:
Scaling and Data Security
Scaling as required:
Advertising has moved from generic content targeted at ahomogenous audience to the need to know your targetcustomer and create content that will attract their attention.With Active Audiences, you can now target your audience ina focused manner, taking into consideration a range ofdecision points.
Address Data Security:
Using a third party softwareto target your audiencecould bring in issues ofsecurity of customer data. Itis important that therepository of the informationis still with the trusted CRMentity, and only the requiredinformation would be passedon if required. Salesforceaddresses this by encodingall data that might behanded over to an agencylike Facebook or Twitter.
Source : http://bit.ly/1bcPbnJ
Active Audiences enables teams across your organization to
share strategies and learnings to improve efficiency
It is important to gauge the impact of your advertising campaign to be able to modify orenhance it according to the response. Salesforce now enables you to understand the results ofyour social advertising campaigns, through measuring metrics and creating reports. These couldthen be fed back into your campaign to improve its effectiveness.
Source : http://bit.ly/1bcPbnJ
