Kenshoo (www.Kenshoo.com), the global leader in predictive media optimisation technology has announced a Kenshoo integration with Oracle Social Cloud. The news comes as part of Oracle’s newly announced open API-based paid social media solution for its customers. The solution will provide marketers a robust view of the interplay between paid, owned and earned social marketing campaigns and the ability to immediately take action on key insights to improve performance.
Integrating Kenshoo with Oracle Social Cloud will enable better coordination and conversation between social community managers in charge of organic content and agencies or marketing managers handling paid media. The joint solution will offer more comprehensive management and better understanding of the interplay and effectiveness of each piece of the owned, paid and earned social media puzzle along the path to consumer conversion. For example, paid media managers can see which organic social posts on Facebook are generating strong engagement and amplify them through paid advertising to further extend the brand’s reach to target customers.
A recent study commissioned by Kenshoo and conducted by Forrester Consulting, “The Key to Successful Social Advertising,” found that while owned media, such as maintaining branded pages on social networks, is the most popular tactic employed by social marketers, paid advertising was the most effective. The study also found that social advertisers who paid to promote their branded content were most satisfied with the awareness they created; while those who bought standard social ad units were happiest with their ability to drive purchases. Therefore, brand-focused social advertisers and response-focused social advertisers must deploy the tactics proven best for meeting their specific objectives.
“Savvy marketers understand the complementary nature of engaging content and paid social media, as well as the need to employ a diverse set of tactics to achieve their specific goals,” said Sivan Metzger, SVP, business development for Kenshoo. “Kenshoo’s advanced tracking and attribution capabilities, bidding algorithms, and workflow automation, can provide advertisers with the ability to quickly and easily create, manage and optimise their social media marketing campaigns while intelligently leveraging content they create to boost results. Collaborating with a well-respected brand like Oracle offers us a unique opportunity to share these tools with best-of-breed clientele and help marketers achieve their business goals through holistic social optimisation.”
Kenshoo, the only Facebook strategic Preferred Marketing Developer (sPMD) with native API solutions for ads across Google, Bing, Yahoo, Baidu, CityGrid, Twitter, Facebook, Facebook Exchange, and SDK for Mobile Measurement offers several industry-leading tools to help digital marketers maximise advertising investments. For example, Kenshoo Demand-Driven Campaigns, which leverages inventory feeds and search performance data to optimise product advertising on Facebook, was named a winner in the 2013 Facebook Innovation Competition for performance marketing. Similarly, Kenshoo is the only Facebook sPMD with the aforementioned credentials to offer a proprietary software development kit (SDK) that can measure and optimise customer lifetime value generated from in-app mobile purchases.
These innovations helped Kenshoo to be named the sole leader in a Social Ad Platforms evaluation by independent research firm, Forrester Research Inc. in The Forrester Wave™: Social Advertising Platforms, Q4 2013 after previously being named the sole leader in The Forrester Wave, Bid Management Platforms, Q4 2012.
Kenshoo is a global software company that engineers cloud-based digital marketing solutions and predictive media optimisation technology. Brands, agencies and developers use Kenshoo Search, Kenshoo Social, Kenshoo Local and Kenshoo SmartPath to direct more than £120 billion in annualised online client sales revenue through the platform. Kenshoo is the only Facebook strategic Preferred Marketing Developer with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Bing, Baidu and CityGrid. Kenshoo powers campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include Accor, Burberry, GroupM, Havas Media, John Lewis and Tesco. Kenshoo has 22 international locations and is backed by Sequoia Capital, Arts Alliance and Tenaya Capital. Please visit www.Kenshoo.com for more information.
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