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For advertisers obsessed with racking up 'Likes' on the world's largest social network, reality can be harsh: not every consumer you're targeting is going seek you out and like you on Facebook.
So what are advertisers to do? Facebook may have the answer.
Before the advent of the internet and mobile phones, if you wanted to "reach out and touch someone" it often meant picking up the telephone.
Today, despite the fact that we have more ways to communicate than ever, many companies continue to pick up the phone in hopes that the person they're reaching out and touching will eventually become a customer. In fact, although it may be one of the least sexy marketing channels, telemarketing is for some companies still one of the most effective direct marketing techniques employed.
Between Facebook and Twitter, marketers have access to hundreds of millions of consumers around the world.
That, for obvious reasons, has helped make social media one of the hottest areas for marketing investment in the past several years.
But social media marketing isn't without its challenges. Audience doesn't always equate to reach, and reach doesn't always produce ROI.
E-commerce upstart Alice.com announced last night that it has raised $3.6m in funding.
The company, which we reviewed in 2009, operates a marketplace through which consumers can purchase household goods, such as batteries and soap.
It recently surpassed 1m customer accounts, and last year expanded into Europe with the acquisition of Spain-based Koto.com.
Businesses may be tiring of services like Groupon, and overaggressive retailers may have bargained themselves into a less profitable holiday shopping season, but one thing is for sure: consumers love discounts.
Who can blame them? The global economy nearly collapsed in 2008, and it's been tough since then. Companies eager to separate consumers from their hard-earned dollars have often had little choice but to lure customers in with prices too hard to pass up.
Facebook is the world's largest social networking company and widely considered to be one of the most powerful internet companies in the world.
So powerful is Facebook that many observers see it as a potential threat to entrenched players like Google.
Despite Facebook's power, size and revenue, however, it remains privately-held thanks in large part to co-founder Mark Zuckerberg's desire to keep the company free from external influences which might be distracting and harmful.
But that soon could be changing according to the Wall Street Journal, which is reporting that the Palo Alto-based company is prepping an IPO in the second quarter of 2012.
Traditional demographic segments are in large part what marketers currently rely on to deliver their message in front of a relevant audience.
However, years of research says that demographics is just one of a number of independent variables that may impact campaign performance.
Instead of using demographic segments such as ‘Males aged 18-24’ as the be all and end all of targeting consumers, marketers in the online space can reap the benefits of new technologies to discover what other factors may be positively or negatively affecting the performance of their campaigns.
Geolocation is a great tool for personalizing messages to users based on where they're located.
So it shouldn't come as a surprise that Coca-Cola has applied geolocation to its Facebook Page, which has nearly 34m fans from all over the world.
But last week, the beverage company learned the hard way that a geolocation error can cause big problems on Facebook.
There are so many ways to segment an audience and target your messages – by job title, industry, seniority, behaviour... But there's an important dimension that's often ignored by B2B marketers: psychographics.
How different prospects feel about things can guide your segmentation, offers and creative. The trick is to find ways to get your psychographic targets to identify themselves so you can market to their specific biases.
Targeting and segmentation methods for email marketing are becoming increasingly sophisticated and complex.
If you are “in the business” it is easy to fall into the trap of focusing on the “how” rather than the “why” and the “when” and forgetting what the whole point of the exercise is.
In this piece, I’ll seek to bring things back to basics; it’s no good having the answers, if you’ve forgotten what the question was.
Facebook has built the internet's largest ever social network, and on the back of that, a multi-billion dollar business.
Not surprisingly, a big part of that business is advertising. Much like Google before it, Facebook serves as a gateway to millions upon millions of consumers. On volume alone, Facebook makes a mint.
Will 2011 be the year addressable television advertising – commercials targeted to specific homes – finally takes off? The answer is yes if you ask DirecTV and Starcom MediaVest. Starcom has committed to spend up to $20 million of its clients' budgets on addressable ads sold through DirecTV next year.
Forget the fact that Canoe Ventures, the much-hyped addressable ad platform launched by the big cable companies, is … well, dead in the water. A satellite provider may wind up delivering the most precisely-targeted TV ads for brands like P&G and Coke next year.