On 10/22 I had the fortunate opportunity of attending the Facebook Preferred Marketing Developer (PMD) Conference. Here’s a quick summary of the top 7 things that marketers can benefit from today.
Closing the Loop
Twenty years ago Internet marketers made the promise that the web would close the marketing loop from ad exposure to purchase. Facebook continues to show its commitment to answering this question. By working with an advertiser’s loyalty database, Facebook can create two groups: one that sees ads and another one that does not. By matching the email address used in Facebook and the loyalty program, marketers can then measure how much one group purchased versus the other. Digital media has always provided obstacles to such a test as users have multiple browsers on multiple devices (computer, phone, and tablet) so it’s been impossible to obtain a clean test of a non-exposed group.
Click and CTR Don’t = Sales
It’s no surprise that clicks don’t equal sales but the most interesting thing I learned is that optimizing to clicks is actually detrimental to sales. Clickers are 10x more expensive than non-clickers and 90% of the buyers of a product do...