Tuesday, 17 January 2017

Salesforce Commerce Cloud to Integrate with Facebook Dynamic Ads

Salesforce has integrated its Commerce Cloud with Facebook Dynamic Ads. The integration will ensure that brands using Commerce Cloud will show “the most relevant, in-the-moment product ads in their Facebook or Instagram feeds,”. This implementation is currently in beta and will be generally available in the first calendar quarter of 2017 Q1 FY18 to Commerce Cloud customers.

What's Facebook Dynamic Ads?
Facebook dynamic adverts helps you promote relevant products to shoppers browsing your product catalogue on your website or mobile app.
  • Scale: Promote all of your products with unique creative without having to configure each individual advert
  • Always on: Set up your campaigns once and continually reach people with the right product at the right time
  • Cross-device: Reach people with adverts on any device they use, regardless of their original touchpoint for your business
  • Highly relevant: Show people adverts for products that they are interested in, in order to increase their likelihood to purchase
With Dynamic Ads, Commerce Cloud customers can extend their brand and products to an enormous – Facebook has over 1.1 billion daily active users – engaged and active audience, drive shoppers back to their site and ultimately increase conversion and sales. Commerce Cloud is the only enterprise cloud commerce platform that enables brands to extend commerce to multiple channels, all united by a central (and centrally-managed) commerce platform.

Commerce Cloud’s direct integration with Facebook and Instagram connects your product catalog to these platforms and places the Facebook activity tracking pixel on your site. Direct integration with Facebook makes enablement fast and simple, versus having to spend money and time on custom development.

For brands, the beauty of this is that they are able to leverage Commerce Cloud’s integration with Facebook to easily promote products and manage ads through the same control panel they use to manage their site. This is a key tenet of a unified commerce platform – managing all commerce channels from one platform.

The concept of shopping from any Internet-connected device, platform or application (distributed commerce) will have a profound impact on retail. It is upending typical buying patterns, as consumers no longer follow a linear path but meander between touchpoints, as in the infographic below. However, it also presents significant upside for leading retailers and brands who can quickly and dynamically implement these capabilities.

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