Facebook's new Timeline for Brands enables marketers to foster engagement with participants. This engagement can equal Facebook performance. Brands can separate themselves from the competition by using real-time Facebook engagement data and insights to optimize their brand pages for performance.
Redefining Performance Marketing
When your brand possesses or has access to data that provides deep visibility into user interests, you should use that visibility to create more relevant ads, thus increasing performance while limiting costs. But with deep visibility comes deep responsibility to respect privacy. The fastest way to hurt performance is to cross into the creepy zone. Don’t be a creeper.
In 2010, Forrester's The Future of Search Marketing report predicted that “search marketing will become an umbrella term that applies to using any targeted media to help an advertiser get found.” Forrester was right. It’s now clear that search isn’t limited to being a channel.
When analyzing early holiday paid search data, it’s readily apparent that shopping is truly a cross-channel endeavor. For instance, the majority of this year's Black Friday shopping occurred in-store, but consumers used search engines in droves before setting foot in a store. Search helped shoppers map out their in-store Black Friday strategies, informing them exactly where and when they could find the best deals on the products they wanted.
In a world where earned content is increasingly influencing marketing programs, marketing as a function is changing. Marketing can no longer live solely in your marketing department. From customer service to product development to human resources, it must live everywhere in your organization. If marketing isn’t tied to your overall business strategy, it’s pretty much useless.
Your affiliate marketing and paid search programs are intrinsically linked. For instance, your brand uses paid search to generate leads, while at the same time your affiliates use paid search to generate leads for you. Paid search and affiliate marketing success often depends on integrating your paid search program with your affiliates’ programs. This can be accomplished through affiliate governance.