Because Facebook permits users to write-up videos, images, links, photos, and even more, advertisers can seamlessly utilize social media marketing and advertising strategies to connect with these groups by means of content material. By positioning your content material where your target audience is, you'll be able to be assured your brand can be right in front of their eyes as they interact together with your message.
In Facebook's most recent attempt to prove the efficacy of advertiser dollars, the 950 million-member site will start off tracking what its American users purchase in offline stores even as it phases out its controversial facial-recognition feature in Europe.
Although they're separate pieces of technologies, the 2 programs increase issues around privacy and about just how much of themselves, their tastes and their behavior social network users are willing to put into the hands of engineers and marketing executives.
Months soon after an initial public offering that CEO Mark Zuckerberg said has "obviously been disappointing," Facebook is trying another tactic as it continues to produce the case that ads on its popular platform, as well as the ads it sells on other sites, are a worthwhile investment.
The organization is partnering with Datalogix, the marketing-research company, in an attempt to prove a direct correlation between the ads a user sees as well as the products they purchase.
Datalogix buys data gleaned from gift cards and loyalty programs that paint an imagine of consumption for a number of 70 million American households shopping at more than 1,000 retailers. According to the Financial Times, which broke the story of the Facebook partnership, Datalogix at the same time "creates very detailed profiles of almost every US household," including the kind of economic data various individuals wouldn't tell their neighbors.
By comparing this information about individual consumers with Facebook's data concerning the same people, Datalogix can decide no matter whether or not a user bought a certain product in a brick-and-mortar store right after seeing an ad for it on Facebook.
According to Facebook, the program is working. The organization stated that out of the 45 ad campaigns that have been analyzed using Datalogix, 70 percent created $3 in sales for each dollar they spent on Facebook's marketing products.
While that is powerful proof that Facebook ads are powerful, not everyone is pleased around all of the data matching. The correlated data Facebook receives from Datalogix, after which hands off to advertisers, is anonymized. User data is reported statistically, not individually.
In reports to Facebook and its advertisers, Datalogix splits users who bought a certain item into groups of those that did and didn't see an ad. They do not provide Facebook with customer information around particular individuals or households.
But at several point in the information-sharing chain, the data just isn't anonymous at all. In order for Datalogix's service to work, it and Facebook have to match real data each holds about actual people, including their email addresses, to appropriately cross-reference their information sets.
Between Facebook and Datalogix, the companies recognize who you're, where you live, what you're worth, just how much you owe and what you drive. If you've got a Facebook app on your smartphone, they could also locate out exactly where you are at any given moment.
It's not clear when the partnership in between Datalogix and Facebook began, however the move was not announced to users, nor were users given an opportunity to opt out of the program.