Are you a Facebook investor? You may recognize yourself…
Since Facebook established custom audiences , there has been a real revolution in the world of advertising. Every marketer has enthusiastically welcomed the possibility of recognizing their users within third-party platforms, initially importing the proprietary database into Business Manager and from there creating a data matching for planning. The most classic projects are therefore based on two working methods: creating warm audiences (users already known) on which to plan more aggressive commercial actions. A way to carry out retargeting activities , independently of the pixel, but simply assuming a broad interest, shown during the registration phase. Look Alikes built starting from the proprietary database. The function of creating similar audiences has allowed the creation of projects on broad hypotheses, for the identification of new audiences , no longer based on profiling hypotheses , but on tastes and interests similar to users already registered. This is what has typically been done by everyone using the new features of Business Manager. But what are the real advantages of hooking up a marketing automation system to Facebook?
What's Changing with Marketing Automation . 5 New Ideas for Facebook
Marketing automation has list of aruba consumer email expanded the possibilities of creating personalized experiences outside of proprietary platforms for two reasons: it reasons on many data sources and autonomously chooses the right content for the type of target. By creating segments of users with similar behaviors, thanks to artificial intelligence , it offers each of them a product in line with their needs.
Let's see 5 new opportunities that open up thanks to this innovation:
1. Exporting “evolved” audiences : from list to segments
With marketing automation we are no longer talking about lists but about segments , therefore about groupings, even composed of complex filters and of different nature, of similar users. Audiences can be created starting from affinities already found in website navigation or purchasing behavior and, only at a later stage, cross-referenced with Facebook. This allows you to create much more refined groups for ads and thus also enrich Lookalike campaigns.
2. Personalize content based on segment membership
The artificial intelligence of the marketing automation platform can extend to all channels: personalization goes beyond the website and lands on all formats available for Facebook. It is no longer necessary to limit ourselves to imagining what a certain audience might like : technology will support us by identifying the contents that will have the greatest probability of interest to the user segment. Marketing will then be able to analyze the insights that will derive from them, thinking about how to make the strategy even more effective.
