A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
Marketing Cloud users now have easier access to Instagram's 300 million users
Users of Salesforce's Marketing Cloud on Tuesday gained easier access to Instagram's roughly 300 million users thanks to an integration made possible by a new API.
Marketers can now use Salesforce's cloud software to buy and manage Instagram advertising, publish content and offer customer service on the photo and video sharing site, among other capabilities.
Making the new integration possible is Instagram's Ad API, which was originally announced in June. At the time, the site said it would initially open up the application programming interface just to a select group of Facebook marketing partners and agencies.
Instagram is currently testing self-serve buying interfaces and APIs with a small group of partners, it confirmed on Tuesday.
In addition to Salesforce, marketing software vendors Brand Networks, Ampush and Kenshoo were among the companies jumping on board with the Ad API on Tuesday.
Instagram ads will be available to advertisers of all types later this year, the company said.
Instagram will generate $595 million in mobile ad revenues worldwide this year, according to eMarketer. By 2017, it's predicted to reach $2.81 billion worldwide, surpassing Google and Twitter in U.S. mobile display ad revenues, the researcher said.
With the new integration, Salesforce Marketing Cloud's Social.com component now gives advertisers a single platform for buying and managing campaigns on Facebook, Instagram, Twitter and LinkedIn. Its Active Audiences feature, meanwhile, enables them to unlock and sync CRM data in Salesforce to optimize advertising.
The cloud software's Social Studio component helps marketers publish content to Instagram, track campaign performance and share Instagram images across social networks. They can also participate in conversations and resolve customer service issues on the site as well as view analytics offering insight into community feedback, sentiment and trends, Salesforce said.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
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