Salesforce.com launches new social ad platform--social.com

Brings social media monitoring and advertising under one domain
Tools

Salesforce.com took aim at social advertising this week with the launch of social.com, a service that when combined with some previous purchases--Radian 6 for social media monitoring and Buddy Media for content publishing--forms a marketing product cloud for Salesforce.com customers.

The way it is supposed to work is you pull information you know about your customers from a variety of sources. You can use information such as purchase history and customer loyalty data in Salesforce.com and combine it with information you learn about, such as what customers are saying about your company or subjects of interest to your company, in Radian6. 

Armed with this knowledge, you can build online social ad campaigns in real time based on what you are hearing from customers right now. And Michael Lazerow, CMO of Salesforce Marketing Cloud, said in a statement that this ability, to use information across tools, could allow customers to maximize their return on advertising dollars.

Mary Wardley, program vice president of CRM Applications at IDC, says marketers are looking for ways to leverage paid social campaigns more effectively.

"To successfully run social ad campaigns, marketers need scale, but they also need to make sure social advertising is connected to listening and engagement," she said in a statement.

Salesforce.com is aiming to become not just a CRM tool or a cloud platform for building on top of that, but it's also trying to build a bridge between sales and marketing to provide a way to use information from a variety of sales and marketing channels--all conveniently located in the Saleforce.com family of products.

This is a typical play by enterprise vendors to be a one-stop shop for all your needs, and while they build a compelling case, it's just not clear if customers really want to buy all their sales and marketing tools from a single vendor.

For more information:
- see the Salesforce.com press release

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