Salesforce 'Getting Incrementally Social,' Brean Says

Loading...
Loading...
In a report published Thursday, Brean Capital analyst Sarah Hindlian maintained a Hold rating on
salesforce.com, inc.CRM
. "Salesforce.com appears to be making a push with its multichannel integrated marketing platform to enable enhanced digital ad spending by enterprises across social, email, content providers, and more, in an effort to track the customer life-cycle: from marketing, sales efforts, conversion and support," Hindlian stated. The analyst believes that the company's efforts are likely to prove beneficial for social firms, especially
Facebook IncFB
, given that the social ad market recognizes the need for an ad management solution to drive higher enterprise spending. According to the analyst, Salesforce.com's strategy includes the integration of acquired marketing solutions within a single platform, offering a comprehensive digital advertising solution through Marketing Cloud, helping enterprises "allocate and optimize" social media ad budgets and integrating Marketing Cloud with other cloud solutions. The company also reaffirmed its focus on multi-channel digital marketing, which the analyst believes would be important for businesses that advertise across various mediums. "We note that it is challenging to integrate vast amounts of customer data aggregated from various platforms (e.g. web, mobile and app) to target customers with relevant ad content and increase conversions. By seeking to address this problem, Salesforce.com should enable broader adoption of Marketing Cloud and aid in social ad spending as a by-product," the Brean Capital report said. Salesforce.com also launched an updated version of Journey Builder, aimed at helping marketers formulate a smart customer "journey," with personalized content across social, email, mobile, web and app communication channels. The updated version is expected to become available in FYQ42016. "Salesforce.com also announced its new Active Audiences ad platform, which will help marketers to seamlessly deploy digital ads across entire online ecosystem… Active Audiences integrates CRM data such as emails and mobile messages opened, purchase history, engagement with customer service, and position in a sales cycle to better target digital ads. Active Audiences is expected to be generally available in FYQ3'16," Hindlian added.
Loading...
Loading...
date
ticker
name
Price Target
Upside/Downside
Recommendation
Firm
Posted In: Analyst ColorReiterationAnalyst RatingsBrean CapitalSarah Hindlian
We simplify the market for smarter investing

Trade confidently with insights and alerts from analyst ratings, free reports and breaking news that affects the stocks you care about.

Join Now: Free!

Loading...