First impressions count, but don’t judge data by it’s cover.
Facebook’s functionality from a digital marketing perspective is second to none when it comes to prompting actions & engaging users, but its real power play is understanding people.
In every month of 2018, 1 billion consumers saw ads through the Facebook Audience Network & this relentless machine learning juggernaut is showing no signs of slowing down with rumoured cross platform integrations expected in 2019 & beyond.
The Facebook algorithms appetite for new data is infinite & last years figures are astronomical. However, a mass amount of metrics, figures & data is nothing short of overwhelming noise and confusion. As a marketeer, the success of data-driven campaigns depends on how you analyse, use and segment the data.
Here you discover the epicentre of the digital game; where statistics can be rationalised, best practice & creative thought leadership implemented to produce a sweet science. Delivering the right message, at the most opportune moment, to the most engaged audiences.
Unfortunately, many sports institutions & organisations fail to fully understand their customers and base their ‘methodologies’ upon presumption & probability. In fact, more than 30% of sports fans in the UK feel brands don’t understand them when running marketing campaigns.
This leaves digital marketers sidelined, (whilst the game plays on) as to why their marketing funnel is disjointed, (usually bottle-necking at the consideration, middle phase). Whilst this is happening & CPA’s start to rise; agencies often panic, throwing more client capital at the problem instead of A/B testing a suitable solution.
The consequences of poor customer profiling are crippling & if your Facebook content proposition isn’t targeted and relevant, consumers will switch off, scroll past & unfollow with leaving your campaign in ruins.
But this doesn’t have to be the case. A few tactics from Digital Playmakers offer you game changing substitutions.
Implementing the link up play between carefully curated market research, historical data with a cheeky assist from in-depth audience insights sees your campaigns counter attack poor customer profiles and a lack of audience knowledge. Working on these key steps on the training ground, (office) allows you to create super-micro set plays, (Ad-Sets) & yield the best from your customer data.
Digital Playmakers believe data is a social currency that all agencies can profit from. If you invest in exploring your data at the most granular level & fully understand your audiences, it will pay dividend.
