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Salesforce Promises Greater Connections Between Retailers And Facebook Ads

The new integration with Salesforce Commerce Cloud and the new Facebook Dynamic Ad unit is meant to draw a clearer line between the shopper journey and their Facebook and Instagram activity.

Salesforce is connecting its Commerce Cloud with Facebook Dynamic Ads with a direct appeal to retailers at the NRF17 Big Show.

This is a new integration with Commerce Cloud and the new Facebook Dynamic Ad unit. The new offering builds on Salesforce’s position as a Facebook Marketing Partner across Ad Technology, Content Marketing, Community Management and Audience Onboarding.

Recently,  Salesforce also delivered Lead Capture for Sales Cloud, which ads a lead-gen function to Facebook ads as well.

“Shoppers increasingly use these touchpoints not just to collect information, but to actually buy products,” Salesforce said in a statement introducing the additional Facebook integration. “This means that the shopper journey has shifted almost entirely to where consumers shop — wherever they are — as part of the experience they are already having in an app, on the website or in a social feed. They want each interaction to be relevant, and for all interactions to be coordinated into a single, unified experience. One of the most important ways to deliver relevance is with digital advertising. How can brands ensure that their customers, or potential customers, are seeing the most relevant, in-the-moment product ads in their Facebook or Instagram feed?”

For brands, the key tenet of this feature is to create a fully “unified commerce platform” for managing all commerce channels, and being more productive, all from one dashboard.

Commerce Cloud’s integration of Facebook Dynamic Ads is currently in beta. It’s expected to be generally available sometime before the end of Q1 2017.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.