By: Austin Dicharry
People rely on the internet and social media more than ever to make purchase decisions. Marketers now have a better way to contribute to that process.
Facebook’s Atlas relaunch brings major improvements in user targeting and measurement. Formerly an ad server designed only to track the effectiveness of digital ads, Atlas now helps marketers connect with audiences with more precision and impact. So, what can Facebook’s new venture teach other publishers?
Lesson #1: Compatibility across devices, especially mobile, is crucial.
Gone are the old days of measuring and targeting computer users alone. Mobile users now spearhead the pool of potential customers, making smartphone-friendly code a must. That means optimizing font sizes, site layouts, flow of content, etc. The device duo – smartphones and computers – are now the standard for developing a marketing budget.
Lesson #2: Track users, not cookies.
Facebook and many other publishers realize that cookies are outdated. Marketing executives report that cookies successfully track users only 74 percent of the time and exaggerate frequency by 41 percent. Cookies also lack continuity across devices, giving marketers headaches when trying to consolidate computer and mobile data.
Roughly one-third of all online purchases begin on one device and shift to another. Where cookies lead to a dead end in these cases, Atlas helps keep user data linked across multiple devices, giving marketers a clearer picture.
Lesson #3: Precise targeting makes your marketing dollars worthwhile.
The more targeted a marketing campaign, the further each dollar goes. Atlas gives publishers an opportunity to more clearly identify and engage customers across the internet, be it through a website, blog or even a mobile app. It’s a big step up from relying on demographic data alone to predict customer behaviors and interests.
Lesson #4: Make your marketing plan as integrated as possible.
Publishers should avoid getting caught up in categories and labels, and instead think about the big picture. How can a publisher lock-on to consumers interested in their product or service? Mobile and computers are just platforms, not consumer identities. What can publishers learn about the people behind them? Successful marketing plans combine tracking, tracking, and other actions into a clear goal: to appeal to people most likely to make a purchase.
Lesson #5: Find the meaning behind the data.
Data are just random numbers unless they lead to a conclusion. How can publishers use consumer data to drive more effective marketing decisions? Atlas shows the effect of digital marketing campaigns on brick-and-mortar sales. Marketers can now draw more accurate conclusions from tests to better reach customers in the future.
New and established publishers alike can implement strategies like Atlas to better track and analyze ad statistics and plan better ways to reach audiences. Popular image and video sharing site Instagram is already equipped with Atlas technology, and many others are adding it to their platform. Whether or not they implement it, publishers should take away valuable lessons from Atlas’ people-centric approach.