We already know that the CRM data that is associated with customers gives a lot of insights into their behavior and can be of immense use as a potential input for advertising. Social media platforms like Facebook and Twitter on the other hand, provide the required audiences for the advertising. Active Audiences from Salesforce seem to be the ideal connecting factor between these two, to help use customer data in the most effective manner. Let’s see how Salesforce plans to help businesses achieve better results from their advertising For more queries on Salesforce, feel free to reach out to us at jghosh@suyati.com Access the blog in detail http://bit.ly/1bcPbnJ

1. and Union : A Powerful Marketing Tool

2. According to a recent Research Report
 Combined use of emails and online ads
increased the reach of a campaign by
77%.
 Customers were 22% more likely to be
converted when reached by both these
mediums, rather than either one
separately.
Background
We already know that the CRM data that is
associated with customers gives a lot of insights
into their behavior and can be of immense use
as a potential input for advertising. Social media
platforms like Facebook and Twitter on the
other hand, provide the required audiences for
the advertising. Active Audiences from
Salesforce seem to be the ideal connecting
factor between these two, to help use customer
data in the most effective manner.

3. 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 years
and now needs to be an essential part of any advertising
campaign. By using the advantages provided by social media
to target mobile audiences, Salesforce is definitely providing
marketers with a powerful new interface to reach their
targeted customers. The beauty of it is that it is not necessary to
attract customers to use a new arena, as
Facebook and Twitter are common
destinations for users already. All it needs is
to place your ads in these locations, to
make them visible to the appropriate
audiences.
Use of the most efficient mediums:

4. Make your data work for you:
Salesforce Active Audiences now makes it possible to use this
data as a strategic part of your marketing campaigns. It can
help you not just with retaining your existing customer base,
but also with reaching out to potential customers who are
similar to them. This lookalike identification is an important
advantage offered by Active Audiences. It
also helps brands to create advertising
according to the specific part of the
customer journey. For example, a new
customer might require brand and
orientation information, while a long-lasting
one might appreciate looking at new ideas
and 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.

5. 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 reach
customers, a solution that encompasses this ecosystem is very
important for success in advertising.
With the advent of Active Audiences,
Salesforce has ensured that Facebook,
Twitter and mobile apps can now provide
the backdrop to engage your customer’s
attention.
Move away from Cookies:

6. Scaling and Data Security
Scaling as required:
Advertising has moved from generic content targeted at a
homogenous audience to the need to know your target
customer and create content that will attract their attention.
With Active Audiences, you can now target your audience in
a focused manner, taking into consideration a range of
decision points.
Address Data Security:
Using a third party software
to target your audience
could bring in issues of
security of customer data. It
is important that the
repository of the information
is still with the trusted CRM
entity, and only the required
information would be passed
on if required. Salesforce
addresses this by encoding
all data that might be
handed over to an agency
like Facebook or Twitter.
Source : http://bit.ly/1bcPbnJ

7. 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 or
enhance it according to the response. Salesforce now enables you to understand the results of
your social advertising campaigns, through measuring metrics and creating reports. These could
then be fed back into your campaign to improve its effectiveness.
Source : http://bit.ly/1bcPbnJ

8. Thank you
For any queries on Salesforce CRM jghosh@suyati.com
http://suyati.com/contactus/