Social & Mobile

Social media is no longer just a tool for building brand awareness. It is a channel by which prospects and customers engage with brands, educate themselves about trends and research purchasing decisions.

The next big challenge for B2B marketers is to tie social media campaigns to revenue, according to industry observers. The CMO Survey predicts that marketers will double spending on social media in the next five years. However, a recent study from Social Media Examiner states that only one out of every three marketers measures social media ROI.

Salesforce launched Active Audiences, a product designed to help marketers enhance their ad targeting capabilities across Facebook, Twitter and other mobile app connected through the Facebook Audience Network.

Part of the Salesforce Marketing Cloud, the tool is positioned to help marketers automate the management of targeted ads through Facebook Custom Audiences and Twitter Tailored Audiences applications. Active Audiences is designed to help marketers manage, segment and synchronize targeted advertising with their CRM data in real time.

Swrve, a provider of mobile marketing automation, plans to acquire Converser, a mobile engagement technology vendor. The combined platform is positioned to help marketers create, test, deploy and measure mobile app marketing campaigns as they currently do with email marketing campaigns, according to company officials.

Marketo, Oracle Eloqua and Tableau are among the partners that have pre-integrated with Swrve.

A recent study from SiriusDecisions revealed that only 10% of B2B marketing executives felt they were able to convey the business value of their social media strategy, although 95% have corporate social media accounts.

The study surveyed roughly 100 B2B marketing executives to analyze how B2B marketing leaders view social media within their organization — and how they are leveraging social media intelligence (SMI) tools to meet these initiatives. While 95% of B2B organizations have social media accounts, roughly half of these organizations are consistently

Flowfinity, an enterprise mobile apps provider, announced the launch of its revamped app editor, designed to help B2B marketers create and maintain mobile apps.

The product release also includes revision control, intended to ease app updates by allowing users to modify and test apps in a separate environment.