New Facebook, Twitter Ad Targeting Options Offer Opportunities & Challenges

  |  September 5, 2012   |  Comments

On Facebook, you can target to email addresses, phone numbers, and app user IDs, while Twitter now lets marketers target based on tweets and accounts followed. Will these methods mean more success for advertisers?

Both Facebook and Twitter recently announced plans for enhancing their marketing capabilities in an effort to allow for more user-specific targeting.

Facebook’s plan involves allowing companies to match Facebook users’ email addresses, phone numbers, and game or app user IDs to their own customer lists.

Twitter, meanwhile, will be allowing marketers to target users based on what they are tweeting about and whom they are following. While keyword targeting was previously available, Twitter plans to increase search specificity, which will allow businesses to hone in and reach a more targeted audience.

So what does this mean for strategic marketing plans?

Facebook: Finding Your Message

By allowing marketers to target via email, phone, or app user IDs, companies can reach Facebook users who may have already purchased products or services from them. Facebook users and a business’ customer base no longer need to be thought of as separate audiences. If you have signed up for newsletter updates via email or bought something online, your email address or phone number can be used to identify you within Facebook.

This type of audience crossover allows for some interesting possibilities, but also some challenges. For one, messaging could no longer have a one-size-fits-all approach – a single customer may now receive an e-newsletter as well as a targeted advertisement on Facebook, which is redundant and cost-ineffective. Therefore, if a customer were already getting an email every week, what would you use a Facebook ad to tell them? Perhaps the more important question is: would you even need to tell them anything?

Assuming the messaging is different, there are several purposes for which you could use multi-platform marketing to your current customers.

First and foremost: it’s a retention tool. Signing up for an email newsletter doesn’t automatically make someone a loyal customer. They may have filtered the newsletters out of their inboxes a long time ago. In cases like this, Facebook marketing tools would serve as a reminder that a certain company or product is out there and may be useful to them.

By separating the messaging even further, Facebook could be used purely for customer service. While this may be costly, using Facebook as a means for notifying customers of something (e.g., power or service outages) could be a way to reach people quickly and keep your customers happy.

Twitter: Finding Your Audience

Because Twitter’s new features function a little differently, marketers require a different type of strategy. While keyword targeting existed before, Twitter can now filter 350 specific interests in 25 broader categories. This allows for more specific targeting when using promoted tweets or promoted Twitter accounts.

Before the changes, ads could target tweets in more broadly defined groups such as “movies.” Now, however, a studio promoting a horror movie can go one step past that and target tweets and users categorized as “horror” related.

Perhaps an equally important benefit of this specific type of targeting is that it allows for excluding a certain segment that might pop up in a broader campaign. For example, an animated movie that is rated R can exclude children from the target groups. This would benefit smaller companies who don’t have the money to advertise to larger groups.

To Convert A Fan

The big question here is if these methods mean more success for advertisers.

By targeting a tweet to a more specific audience, marketers will lose the ability to reach those on the outskirts of the audience. Perhaps sensing this, Twitter lowered the cost of a bid for a campaign from 50 cents to 1 cent per promoted tweet.

While marketers can now bring customer data into Facebook, will they even need to advertise to a company’s current customers? Who would they be converting by targeting someone who is already a fan? Selling a product may be easier, but an advertiser runs the risk of only preaching to the choir.

Ultimately, these new tools can either be a hindrance or a great opportunity, depending how they are used.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Andrea Fishman

Andrea Fishman, VP of strategy and a partner at BGT Partners, leads BGT's Chicago office and has extensive experience in marketing and management consulting. She and her team drive value to BGT's clients through the development of behavioral marketing programs, web analytics, measurement programs, industry benchmarking, competitive assessments, and the design of integrated marketing programs.

Andrea has been with BGT since 2003 and is credited with strengthening partnerships with such clients as ADT, Sony, ADP, and Avaya. Prior to joining BGT, she served as global vice president at divine, inc. She's also held strategic positions within marchFIRST, The Lewin Group, and the office of U.S. Sen. Edward Kennedy.

A graduate of Brandeis University, Fishman was awarded the Wasserman Scholarship for academic achievement and was named a 2010 Stevie Awards Finalist as Best Executive in a Service Business. She is a frequent judge for the eHealthcare Leadership Awards and is involved with the Special Olympics and Chicago Cares, a community service organization.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...