Facebook dominates the Web, but it's never really cracked the direct response puzzle. That looks like it will change in 2013 with an avalanche of new measurement and targeting tools. As a marketing platform, Facebook has traditionally thrived at top-of-the-funnel advertising. Unlike search, which hits people just as they express an interest in buying a certain product or service, social media marketing at its best builds relationships, and there's compelling evidence for its value.
Facebook’s move to allow marketers to import consumer lists obtained through data broker companies, announced on Wednesday, met with substantial concern from privacy advocates due to the amount of data the companies hold on consumers. Facebook said it would expand its custom audiences tool to allow advertisers to use data obtained through the data brokers Acxiom, BlueKai, Datalogix and Epsilon to market to specific users on its platform. Many large advertising platforms were already allowing marketers to use lists provided by data brokers. But Jeffrey Chester, the executive director of the Center for Digital Democracy, still felt that Facebook’s move
Facebook is testing out a new kind of ad targeting that will let brands market to users based on what they've bought in stores, according to execs briefed on their plans. The social media network is partnering with data giants including Epsilon, Acxiom and Datalogix to allow retailers to match their own data gathered through shopper loyalty programs to individual Facebook profiles, much like they've done previously with marketers' customer data from their CRM databases.
The United States Postal Service has a vast market, reaching every address in the nation. However, the ailing Postal Service lost $1.3 billion in the first quarter of the 2013 fiscal year, continuing what has been a steady financial decline. In addition, the marketing industry has been abuzz over the recent announcement that USPS will end Saturday delivery of First Class and Standard mail. Many are asking, does this signal the end of direct marketing as we know it?
To reach cold prospects among business audiences, sales and marketing teams often begin by developing a list of prospective targets. Marketers can find just about every target company, title and job function they need from traditional list suppliers. Plus, the Internet has made possible the introduction of some excellent new opportunities for identifying prospects at various stages of the buying cycle. Let's look at what's new in B-to-B lists these days
Consumer attitudes to social media ads aren’t all that pretty, but some consumers do take action after seeing social ads, finds a December report from Nielsen. While one in three social media users agree that ads on social networking sites are more annoying than other online ads, 15 percent say they’ve shared a social ad after seeing it, 26 percent have liked such ads, and 14 percent claim to have made a purchase as a result of one.
Epsilon, a provider of direct-to-consumer connections that drive business performance, and Email Institute, the Epsilon-powered email best practices destination, today released the Q3 2012 North America Email Trends and Benchmarks report. The report shows growth in the use of triggered messaging, up 19.1 percent year-over-year. Triggered messages yielded 75.1 percent higher open rates and 114.8 percent higher clickthrough rates compared to business-as-usual (BAU) messages in this year's third quarter.
Mobile has generated buzz lately as a rapidly growing tool for holiday shopping. But an annual survey by marketing services provider Epsilon suggests most people still aren’t crazy about getting messages on their mobile devices. The company’s "Channel Preference 2012" report found, for instance, that 80 percent of U.S. consumers surveyed are not yet interested in receiving location-based mobile offers during or after a visit to a brick-and-mortar store. Mobile users, however, were more likely to be open to receiving messages via digital means than non-users. Consumers overall continue to favor direct mail over email and company Web sites
Mistaken predictions about the demise of people and things are relatively common. In the 1990s, brick-and-mortar bank branches were declared dead. ATMs and internet banking were supposed to result in the end of the local bank branch. Over the last few years, similar thoughts have been shared regarding email's fate in the digital marketing mix. Social media, SMS and mobile apps have been touted as "email killers." In the background, Facebook, Twitter and other brands have strengthened their use of email marketing to improve customer relationships.
The Direct Marketing Association (DMA) Board of Directors has announced the election of four new Board members for 2013-2014. The terms of office commenced at DMA’s Annual Business Meeting, which took place at DMA2012 in Las Vegas, Nev.