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Salesforce.com launches social ads platform for Twitter with new Twitter ads API

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By Jennifer Faull, Deputy Editor

February 20, 2013 | 2 min read

Cloud computing company, Salesforce.com has launched the Salesforce Marketing Cloud using the recently announced Twitter ads API.

The move will allow brands and agencies to manage their Twitter advertising at scale alongside all of their existing social marketing programs, according to Salesforce.

The compnay has also said that with the new service, brands will be able to build and execute real time Twitter advertising campaigns. It will also allow advertisers to more efficiently scale their campaigns on Twitter through workflows and improve ROI through creative, bid and targeting optimisation.

Salesforce.com’s new Twitter ads API product joins existing Salesforce Marketing Cloud Twitter products, which allow brands to access more than 400 million Tweets sent per day and more than 540 million social sources across the web including Facebook, Twitter, YouTube, LinkedIn, blogs and online communities.

Salesforce Marketing Cloud Social Ads Platform for Twitter is currently available in a closed beta.

Speaking on the launch, Michael Lazerow, CMO of Salesforce Marketing Cloud, salesforce.com, said: “Successful Twitter marketing has evolved and must be more holistic than just publishing content. From the CMO to the community manager, our customers will see increased efficiency and return on investment from our new Social Ads Platform for Twitter, combined with our industry leading Twitter Certified Products for engagement and analytics.”

Adam Bain, president of global revenue, Twitter also added: “As we built out Twitter’s ads API, we knew it would be important to work closely with our advertising partners to understand how to effectively scale their marketing campaigns. We are delighted to continue to build upon our long-standing relationship with salesforce.com, and bring campaign management into the same suite as their leading listening and engagement products.”

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