Facebook recently released its “Custom Audiences” feature, which allows digital markets to run advertising campaigns targeted specifically to certain customers and prospects.
Without the company getting access to all your Facebook data, and without Facebook getting access to the data that the company has about you, a link will be created between your identity with the company, and your identity on Facebook, which will allow the company to target you in Facebook ads tailored to what it knows about you and tailored to what Facebook knows about you.
They can upload a spreadsheet of customer email addresses or phone numbers and run campaigns that will only be viewed by these individuals. To ensure data security, Facebook hashes this information when matching against customer data and then discards your original upload list. It also
allows marketers to better target segments of existing customers.
An article on VentureBeat outlines 6 ways marketers can use these features.
- Target customers and prospects on Facebook according to how they interact with your brand outside of Facebook.
- Increase the effectiveness of your “customer nurture” programs.
- Target friends of customers
- Increase ROI from events
- Retarget
- Drive in-store purchases with mobile ads
For detailed examples on each bullet point, see the original article http://venturebeat.com/2012/10/27/facebook-custom-audiences/#OOMpuHtF6tqixJwQ.99
No comments:
Post a Comment