Making Facebook an “Always-On” Channel
by Aaron Goldman
There are certain marketing channels that should not be treated like marketing channels. They should be treated like oxygen. They should be always on as they are vital to the health of every organization.
Google is one of those channels. The Yahoo Bing Network is another. When people are searching for your brand or your product or anything related, you need to be there. Indeed, when it comes to budgeting for SEM, for marketers, it’s not a question of if but rather how much.
The same should go for Facebook. When people are talking about your brand or your product or have shown related interests, you need to be there.
To date, most brands have used Facebook advertising as a promotional vehicle. Facebook ads are turned on and off to coincide with various campaigns. Launching a new product? Run a Facebook campaign. Offering a sale? Run a Facebook campaign.
Facebook has already cemented its place on Maslow’s hierarchy for consumers. It goes food, water, Facebook and not always in that order. It’s time for marketers to move Facebook to the core of the media plan as well.
But you shouldn’t be promoting all your products all over Facebook all the time. That would be wasteful. Unlike search, consumer intent is not overtly stated on Facebook. Rather it is inferred by each person’s profile, activity, and connections.
To succeed on Facebook, you need to know which products to promote to which people at which time. Back to my earlier point, it’s not a question of if but rather how much.
Today, Kenshoo Social introduces Demand-Driven CampaignsTM to give marketers the necessary tools to make Facebook an effective “always-on” channel.
By connecting with back-end inventory platforms, product catalogs, Google Merchant Center, and Product Listing Ads, Kenshoo automatically identifies, selects, and advertises the most relevant products on Facebook.
Taking demand signals from search and commerce systems is a great way to cut through the noise and maximize your exposure on Facebook in an evergreen manner.
You can read more about Demand-Driven Campaigns at KenshooSocial.com/DDC. In the meantime, don’t forget to breathe!
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