• February 21, 2013

Salesforce.com Launches Social Ads Platform for Twitter with New Twitter Ads API

Salesforce.com today launched a Social Ads Platform for Twitter using the new Twitter ads application programming interface. With it, marketers can now manage Twitter advertising at scale alongside all of their existing social marketing programs with the Salesforce Marketing Cloud.

With the new Salesforce Marketing Cloud Social Ads Platform for Twitter, brands and agencies will be able to do the following:

  • Build and execute real time Twitter advertising campaigns;
  • Allow advertisers to more efficiently scale their campaigns on Twitter through innovative workflows; and
  • Improve ROI through creative, bid and targeting optimization.

Salesforce.com's new Twitter ads API product joins existing Salesforce Marketing Cloud Certified Twitter Products for Analytics and Engagement.

"Successful Twitter marketing has evolved and must be more holistic than just publishing content," said Michael Lazerow, chief marketing officer of Salesforce Marketing Cloud, in a statement "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."

"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," said Adam Bain, president of global revenue, Twitter, in the statement. "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."

Resolution Media is one of several firms taking part in the closed beta testing of the Twitter API through the Salesforce Marketing Cloud. Lisa Cucinotta, associate director of social media at the company, expects the product "will result in improved management efficiencies, targeting, and optimization capabilities, and stronger insights, which in turn will help us drive better results for clients through Twitter advertising programs."

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