Salesforce Announces TikTok Advertising Integration

As people continue to spend more time on TikTok, brands are discovering new ways to engage consumers with relevant ads and experiences. Salesforce can now help with this. The company announced new TikTok integration between Salesforce Commerce Cloud and Salesforce Marketing Cloud Customer Data Platform (CDP) at its Connections 2022 conference in Chicago last week. 

Dan Malachowski
Vice President, Demand Practice, at Astound Commerce

Salesforce users can now set up and launch TikTok ads from Commerce Cloud. But the real power in this TikTok integration comes from the connection between Commerce Cloud and Marketing Cloud CDP. At Connections, Salesforce demoed this seamless connectivity. The innovation is that brands can now better activate CDP audience segments without even leaving Salesforce's platforms. To illustrate: leveraging the CDP, a brand can identify a customer segment (for example, loyal customers, high-value customers, lapsed customers) and then target more-personalized TikTok ads to that segment, all seamlessly within Salesforce. Furthermore, brands can then visualize and report on TikTok ad performance (conversions, spend, ROI) using Tableau. 

With advertising integrations like TikTok, Salesforce is aiding brands in achieving more-holistic end-to-end off-site advertising and onsite commerce experiences, all powered by customer data from the CDP. 

We view the CDP as foundational technology to deliver more-relevant and personalized experiences across all channels. The CDP enables brands to build complete and accurate audience profiles by collecting, harmonizing, and receiving customer identities into a singular customer view. This provides us with contextual views of customer data in order to uncover new insights and understand cross-channel behaviors to move individuals through the customer journey from unknown, to known, engaged, converted, and loyal. From there, the key lies in activating this customer data to media or content channels. 

With TikTok specifically, Salesforce is making it easier for brands to not only understand their customers better via the CDP, but also activate that understanding through more-relevant or timely TikTok ads. 

Looking for help in implementing the Salesforce CDP and activating customer insights across channels like TikTok and beyond? Let’s have a conversation.


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