Life After Facebook Partner Categories: How to Achieve Efficient, Effective Targeting

There’s no doubt that the current privacy-sensitive environment is creating enormous challenges for marketers universally. Threatening, bad players, have caused increased scrutiny of all third-party data providers and marketers are reeling from round after round of changes from Google, YouTube and Facebook. The recently announced removal of Facebook’s Partner Categories, the social platform’s third-party data exchange, is yet another blow to marketers as we struggle to ensure we’re engaging with the right audiences in the right way.

Facebook will still allow you to target your campaign’s first-party audiences via a CRM upload, but let’s face it, using third-party data is arguably the bread and butter for advertising, especially for new customer acquisition.

But getting third-party data into Facebook has become cumbersome. Generally, a marketer can request an audience segment to be built and activated by their data provider into Facebook via an onboarding partner. This process can take up to two weeks, stalling the launch of your campaign while also diminishing the match rates of your audience. After being spoiled with the ease of creating audiences using Partner Categories in seconds, this new process is far from ideal.

Here’s how Resonate can help

Resonateʻs platform is different. Using this consumer intelligence platform with home grown data allows Resonate clients to create segments, export the segment into a list of mobile IDs and upload them to Facebook as a custom audience in just one hour or less!

Resonate helps you comply with Facebook’s new Custom Audience Permissioning Policy by combining our massive double opt-in survey with digital and physical footprints. This generates a deep understanding of the consumer with a high-quality dataset of over 9,000 consumer attributes in an anonymous, centrally sourced and consumer-friendly manner. Resonate data is developed with the highest standards of quality and in adherence to the DAA’s self-regulatory principles. Our clients can execute with confidence with Resonate’s farm-to-table approach to data.

The most unique feature of our platform that doesnt exist anywhere else is our proprietary deep consumer understanding, The Human Element, which begins with a person’s values and motivations.  Partner Categories offered limited data – demographic and behavioral data such as lifestyle traits, interests, purchase behaviors. The Resonate Platform goes beyond that to uncover the why behind consumers’ purchase behaviors.  It helps you understand the values and motivations that drive an audience to make a decision, resulting in higher conversions and stronger engagement.

With personalization and customer experience being so vital in today’s market, understanding the values and motivations of consumers in a deeper, more meaningful way will increase engagement and ultimately increase revenue.

Learn how marketers can tap into first-party and third-party data for behavioral and action-based insights and more effectively measure marketing efforts that drive conversions in Forrester’s Future of Marketing Insights.

Interested in learning more about Resonate’s data solution? Contact us today.

 

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3 Ways to Leverage Consumer Insights to Maximize Your Social Ad Spend

We look at how consumer insights can help improve your social advertising strategy and avoid wasted media spend and lost opportunities.

$36 billion. That’s how much marketers will spend globally on social advertising this year. Yet despite this hefty investment, survey after survey reveals that organizations are not seeing the fruits of their labor (and budget dollars).

So what gives?

The social media universe is in a constant state of flux. Social platforms rise and fall. User behavior and preferences change almost daily. Marketers are continuously struggling to understand and stay ahead of the numerous audiences present across their social networks.

And the result – advertising strategies that go from impactful to ineffective (and sometimes downright embarrassing) in the blink of an eye.

So how can you implement an effective social advertising strategy in this current landscape to finally start seeing the results your boss expects?

1. Craft Creative That Converts

Marketers aren’t lacking consumer data. In fact, we’re all swimming in it. But much of this data lacks true insights. Insights that go beyond demographics and online behaviors.

What makes your audience tick? What motivates them to take action? What makes them intrinsically attracted to your brand? Is there an important emotional connection that draws them in?

We live in a world where multiple consumer groups exist, each with unique values, cultural beliefs, preferences, and drivers that are subject to change in an instant. Brands need to be empowered with high-quality, real-time consumer insights to connect with their target audience authentically.

And that means being able to understand not just who your audience is, but what matters most to them… and why, at an individual level. Only then can you begin to craft the types of ad creative and messaging that truly resonates and ultimately converts.

2. Target Beyond Basic Demographics

You take these in-depth insights of your audience, craft an awesome, hyper-relevant ad campaign and then it comes time to target those ads.

And…

You’re back to a square one, with a list of lackluster demographics or a handful of attributes to target against. #marketingfail

In order to maximize social ad spend, marketers need to ditch this half-baked solution and start applying the same rich insights and individual attributes they used to craft their messaging to actually target their ads across social platforms. Otherwise, that campaign geared specifically toward “happiness-focused, green moms” is going to “all women aged 20-34 with children in their household”, not nearly as compelling, now is it?

3. Find More of the “Right” People

Creating compelling ads and targeting them to your core audience is one thing. But attempting to scale that process and attract new customers is a whole other beast.

The current solution for new customer acquisition generally relies on lookalike targeting that helps identify audiences who have liked, browsed or visited a brands site or a specific page. Not perfect, but good enough.

Or so we thought.

It’s time to stop relying on a handful of demographic and behavioral correlations to scale social advertising efforts and start utilizing the same in-depth list of individual attributes, including values and motivations (all of the same “why” elements from step one), for lookalike targeting that finds more of the “right” customers.

Because let’s be honest, we don’t have time, or dollars, to waste targeting “good enough” audiences anymore. If marketers want to start seeing results, it’s time to put true consumer insights at heart of our social advertising strategy.


Request a demo of our Social Insights solution to see how you can start leveraging consumer insights to supercharge your social advertising strategy.