Peter Podolinsky - The Future of Facebook Marketing

What’stheFutureofMarketingonFacebook?

PeterPodolinsky

PeterPodolinskyROIHUNTER

Twitter@PeterPodStandE10

TODAY’SMARKETERSSUFFERFROMOVERLOAD

Technical knowledge

Skills

Experience

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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

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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