How to integrate marketing automation and Facebook audiences? Marketing automation has given us a great opportunity to automatically manage the creation of personalized audiences on third-party platforms. Are we sure that’s all there is to it? Let’s start with Facebook and see how the landscape is changing with the use of artificial intelligence algorithms.
Are you an investor on Facebook? Maybe you recognize yourself…
Since Facebook instituted the custom audiences, there has been a real revolution in the advertising world. Every marketer has greeted with enthusiasm the possibility of recognizing their users within third-party platforms, initially by importing the proprietary database to Business Manager and from there creating a data match for planning. The most classic projects are then based on two ways of working: creating warm audiences (users already known) on which to plan more driven commercial actions. A way to do retargeting activities, regardless of the pixel, but simply assuming broad interest, manifested at the sign-up stage. Look Alike built from the proprietary database. The function of creating similar audiences allowed projects to be created on expanded assumptions, for finding new audiences, no longer based on profiling assumptions, but on tastes and interests similar to users already registered. This is what has typically been done by everyone using the new Business Manager features. But what then are the real benefits of hooking a marketing automation system to Facebook?
What changes with marketing automation. 5 new ideas for Facebook
Marketing automation has expanded the possibilities for creating personalized experiences outside of proprietary platforms for two reasons: it reasons about many data sources and autonomously chooses the right content by target type. By creating segments of users with similar behaviors, thanks to artificial intelligence, it offers each of them a product in line with their needs.
So let’s take a look at 5 new opportunities that are opening up as a result of this innovation:
1. Exporting “evolved” audiences: from list to segments
With marketing automation, we no longer speak of lists but of segments, i.e., groupings, even composed of complex and diverse filters, of similar users. Audiences can be created from affinities already found on website navigation or by purchase behavior and, only at a later stage, cross-referenced with Facebook. This makes it possible to create much more refined ad groups and thus enrich Lookalike campaigns as well.
2. Customize content based on the segment it belongs to
The artificial intelligence of the marketing automation platform can extend to all channels: the personalization leaves the website and lands on all formats available to Facebook. It is no longer necessary to simply imagine what a certain audience might like: the technology will support us by identifying the content that is most likely to interest the user segment. Marketing can then take care of analyzing the resulting insights and thinking about how to make the strategy even more effective.
3. Designing evolved retargeting
The retargeting is based on user recognition, not just the last product viewed. It means that the marketing automation platform knows who it is talking to and from that it proposes a content experience in line with the whole story of the person. Marketers today can study a personalized customer experience across all channels, for example by setting up discounting or reward logic based on previous purchases, full browsing: in two words, on the segment they belong to.
4. Think and act in real time
Marketing automation will independently take care of getting users in or out of a certain segment and thus a certain audience. It is an action that can be managed strategically and in real time, avoiding annoying overlapping situations (for example, as soon as the user has converted or for some reason changed status or segment)
5. Predictive marketing
Personalization can be so driven that it anticipates users’ desires. Working with marketing automation segments, means using information to come up with content that rewards conversion because it has already given good results on similar users.
What marketing will never do again
Synchronizing data by hand: in 2017 it is forbidden! Today, thanks to integrations and APIs, every marketer can avoid tiring (and useless) manual work to devote himself to more interesting and valuable activities. Provided they have a proper segment creation and analysis tool: this is marketing automation.
