Social & Mobile

Marketo announced its new social marketing application that features a tight integration between social, email, mobile and web channels. This new application transforms social marketing into a fully integrated marketing process that can be combined with email, web marketing, online events, and other customer communication strategies, according to company officials.

With this new social marketing application, dedicated social engagement campaigns such as social sweepstakes can use and feed into a unified customer profile database, and social marketing tactics can be added to amplify marketing campaigns in traditional digital channels.

With the latest version of the Chatter collaboration tool from Salesforce.com, users will be able to access, create and act on customer information in the Chatter feed, from any mobile device.

With the new Chatter, mobile will be able to:

• Access all customer information stored inside Salesforce including customer accounts, campaigns, cases, leads, opportunities and custom apps built on top of the Salesforce Platform. Users can get real-time updates such as a quote approval, service inquiry or social conversation;
• Create and edit information and notifications from the new publisher that lets users seamlessly scroll through a variety of actions including files, photos, polls, and tasks; and
• Act on updates around contacts, accounts, opportunities, campaigns and custom records directly from the feed.

Pinterest has rolled out Pinterest Web Analytics to offer marketersinsights into how visitors are interacting with pins that originate from their web sites. This analytics tool is currently available to verified web sites.

Key features of Pinterest Web Analytics include:

• Capturing information on the amount of visitors pinned content from your site;
• Number of Pinterest users that have viewed these pins;
• Number of visitors that have accessed your site via Pinterest; and
• Analytics on the most repinned, clicked and recent pins.

While B2B marketers say they are mining their social networks for leads and opportunities to engage with customers, they continue to lag behind their B2C cohorts in this regard. That said, more B2B marketers are incorporating social media into their messaging mix as it becomes easier to track results and attribute leads to social media outreach.

“Social media is becoming less of a side game,” said Meghan Keaney Anderson, Product Marketing Manager for HubSpot. “Social media grew up alongside other marketing channels, and with the exception of social sharing/follow buttons on web sites and in emails, it has largely remained an isolated channel. With the maturation of integrated marketing software, marketers are starting to be able to bring social data much further into the fold of the rest of their marketing channel.”