What’s the Future of Marketing on Facebook? Peter Podolinsky
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What’stheFutureofMarketingonFacebook?
PeterPodolinsky
PeterPodolinskyROIHUNTER
Twitter@PeterPodStandE10
TODAY’SMARKETERSSUFFERFROMOVERLOAD
Technical knowledge
Skills
Experience
1 2 3 4
Data Technologies Attributionmodels Measurement
Dataallovertheplace
CRM
FEED
Toomanytools&technologiestomaster
Attributionmodelsdon’tmatch
• BasedonFacebookPixel
• Eachclickedorviewedad
• 1/28dayattributionwindow
• Abilitytotrackcrossdevice(FBID)
• BasedonGoogleCookie
• Lastclickedonly
• 6monthsattributionwindow
• Notabletotrackcrossdevice
Crosschannelmeasurementcomplicated
CUSTOMIZATIONTAKESPLACETOACCOMMODATE
GROWINGNEEDS
Increaseddemandfor3rdpartyapps
0
20
40
60
80
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120
2009-01
2009-03
2009-05
2009-07
2009-09
2009-11
2010-01
2010-03
2010-05
2010-07
2010-09
2010-11
2011-01
2011-03
2011-05
2011-07
2011-09
2011-11
2012-01
2012-03
2012-05
2012-07
2012-09
2012-11
2013-01
2013-03
2013-05
2013-07
2013-09
2013-11
2014-01
2014-03
2014-05
2014-07
2014-09
2014-11
2015-01
2015-03
2015-05
2015-07
2015-09
2015-11
2016-01
2016-03
2016-05
2016-07
2016-09
2016-11
2017-01
Google Trends Interest Coefficient for ”Facebook Ads Trends”
7 per. Mov. Avg. (Interest coeficient)
DATAINTEGRATEDINTOONEPLATFORMGIVE
BETTERINSIGHTSFASTER
Dataintegrationswithothersystems
CRM ERP BI TOOLS
AUTOMATIONSPEEDSUPWORKANDISLESSRESOURCEHEAVY
Automatedadmanagement
Audiences Templates Rules Optimization
SOINSTEADOFFOCUSINGONMANAGEMENTOFCAMPAIGNS,
MARKETERSCANFOCUSONRESULTS
Optimizationtowhat’simportant
Conversions Engagement Reach Recall Metricsfromotherdatasources
Personalizedmarketingatscale
websitevisitorsgetfrustratedwithwebsiteswhencontent,offers,ads,promotions,etc.appearthathavenothingtodowiththeirinterests(Source:Janrain,)74%
Valueofsimplicityincreases
FUTUREOFPERFORMANCEMARKETINGONFACEBOOK
Willperformancemarketersbereplacedbyalgorithms?
• Embracenewtechnologies• Hedgeyourbets• Don’tgettoofaraheadofyourself
• Buildperipheralskillsets
HowMarketersCanPrepare
Ecosystemofspecialistpartnershelpmarketersfromgoingmad
Goodadsgotoheaven…
… badadsnevershow!
PeterPodolinskyROIHUNTER
Twitter@PeterPodStandE10
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