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  • admin 9:55 am on September 1, 2016 Permalink
    Tags: , Facebook, , , , , Wikipedia   

    What Enterprise Information Management Can Learn From Facebook And Wikipedia 

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  • admin 9:51 am on July 2, 2015 Permalink
    Tags: , Facebook, Huge, ,   

    While You Weren’t Looking, Facebook Advertising Got Huge 

    ThumbFinal_3.25.15-FINALDigital advertising shouldn’t be overlooked anymore. Last year, total spending on digital ads grew more than 40 percent to over $ 8 billion worldwide. Before you attribute that growth to any of the many newcomers, you should know that 75 percent of that $ 8 billion went to Facebook. Yes, that Facebook. The Facebook whose once dismal CTRs (click-through rates) were the punch line to old-school advertising’s favorite joke.

    Not long ago, the idea of Facebook basing a big part of its revenue stream on advertising seemed risky at best—especially when that same revenue model was failing for traditional media companies like newspapers. Today, it’s hard to imagine a business succeeding without digital advertising in its mix. Facebook deserves the credit for its own turnaround. The company brought its advertising game to a new level last year with the release of Facebook Custom Audiences and Facebook Audience Insights, two tools that make advertising on the network a slam-dunk decision. I can target advertising to my existing customers on Facebook (Custom Audiences) and tap into Facebook’s massive pool of user intelligence (Audience Insights) to learn more about them? Sign me up!

    The ability to finely tune and target advertising on the world’s most popular network is huge. This isn’t the Facebook advertising of yesteryear: that one annoying ad that wouldn’t go away because you clicked on a Disney vacation site four months ago. This is about taking the conversation to the customer’s inner sanctum, their mobile device, and optimizing it in ways that weren’t possible before.

    In an omni-channel world, controlled and integrated advertising on Facebook is a game-changer:

    • The average user accesses Facebook 14 times per day—that’s fourteen unique opportunities throughout the day to engage with customers;
    • Create “share-able” coupons and special offers that extend to Facebook friends and communities;
    • Re-target consumers right after they leave your online site or physical store with Facebook offers and personalized messages (e.g., “Thanks for visiting our store! Here’s a 10% coupon for next time.”);
    • Reach the 95% of prospects who didn’t open your email with a Facebook ad they can’t ignore;
    • Tap into Facebook’s Audience Insights and create Facebook Lookalikes to find new prospects who match up with your most profitable customers.

    But wait a minute, you’re thinking, how do I integrate this goodness into my other marketing programs for a holistic experience? It’s a good question because, truly, if you treat digital advertising as an isolated channel, it will become just one more area avenue through which you’re saying the same thing over and over.

    The fact is, you need to integrate your digital advertising with all of your other marketing initiatives at a fundamental, application level to be effective. To that end, we set about developing the Teradata Digital Marketing Center: a new solution that enables businesses to seamlessly integrate and control Facebook advertising and other digital programs from their Teradata Marketing Applications platform. (For more on this, read Lisa Arthur’s recent and always-entertaining blog.)

    Now, Facebook becomes another (albeit important) aspect of a holistic marketing approach as you track ad performance across channels, weave elements (social, mobile, email, web) across campaigns, link customer profiles with Facebook profiles and manage interactions across multiple mediums.

    We knew that social platforms were  going to change the future of advertising. We just didn’t know what that future would look like. Now we do. Tools like Custom Audiences, Audience Insights and Teradata’s Digital Marketing Center are the face of the digital marketing future.

    The post While You Weren’t Looking, Facebook Advertising Got Huge appeared first on Teradata Applications.

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  • admin 9:46 am on June 19, 2015 Permalink
    Tags: , , Facebook, ,   

    Targeting Facebook Advertising Just Got Easier 

    Teradata Press Mentions

     
  • admin 9:59 am on May 29, 2015 Permalink
    Tags: Accurate, , Facebook, , ,   

    Finally! New Capabilities For More Accurate Targeting Of Facebook Ads 

    ThumbFinal_3.25.15-FINALWith over 1.4 billion (yes, “billion” with a “b”) monthly users, Facebook remains the leading digital platform worldwide.

    However, as every marketer who’s tried knows all too well, reaching those users with relevant, personalized interactions hasn’t been easy.

    Despite all the benefits that data-driven marketing has to offer, digital marketers have often lacked the ability to leverage deep customer knowledge and accurately connect with existing audience segments of known contacts with contextual ads. Simply put, there just hasn’t been a reliable way to use marketing insights to meet customers “wherever they are” online — or at least, no way that couples reach with precision.

    Well, now all that’s going to change because Teradata Marketing Applications just announced the global availability of a new digital marketing capability, one that enables marketers everywhere to deliver highly focused Facebook advertising as part of an integrated, omni-channel solution that incorporates digital advertising with email, mobile and web. With this new capability, available now in Teradata Digital Marketing Center, you’ll be able to connect with contacts across channels and reach your segments and groups on Facebook with Custom Audiences. That means you can use Teradata’s solution to:

    • Achieve greater omni-channel message consistency.
    • Optimize media spend.
    • Get more value from online and offline customer data.
    • Improve customer relationships by confidently delivering relevant, contextual messages.

    How does it work? By revamping how you connect with unique audience segments in real-time. That, in turn, can lead to improvements in performance and return on investment (ROI) for digital ads. More specifically, Teradata’s new offering will help you:

    • Exploit the depth of your historical and interaction-based prospect and customer data to more precisely reach specific audience segments that are part of your overall integrated marketing strategy.
    • Use ad performance on Facebook or other platforms to develop a full view of the prospect/customer experience across multiple channels and create more engaging marketing campaigns.
    • Manage your digital advertising as part of a comprehensive strategy that combines email, mobile, social and web, all through a single solution that connects directly to Facebook ads.
    • Deliver Facebook advertising to your target audiences that have been matched on Facebook with existing database contacts, enabling you to engage with those audiences on any device (desktop, mobile, tablets).
    • Improve relationships, customer loyalty, new client acquisition, conversions from website visitors, and lead generation by providing more timely and fitting brand engagement that increases advertising effectiveness for higher ROI.

    Facebook has been around since 2004. For just about as long, marketers have been eager to take advantage of the opportunities the platform offers. Teradata’s new capabilities, which are delivered as an add-on feature within Teradata Digital Marketing Center, can help you start using Facebook advertising more effectively. With this new offering, you’ll be able to leverage the insights contained in your customer data to achieve a whole new level of data-driven consumer brand engagement.

    The post Finally! New Capabilities For More Accurate Targeting Of Facebook Ads appeared first on Teradata Applications.

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  • admin 9:52 am on May 15, 2015 Permalink
    Tags: , , Capability, Facebook, ,   

    Teradata Announces Social Advertising Capability on Facebook 

    Teradata Digital Marketing Center utilizes Facebook Custom Audiences for more accurate targeting of Facebook ads.
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  • admin 9:52 am on December 17, 2014 Permalink
    Tags: Facebook, LinkedIn, , , , Owned, Paid, Presence, , Twitter   

    Maximize Owned Presence and Paid Opportunities on Social Media: Facebook, Twitter & LinkedIn 

    A question: What is your goal, as an employee or team member, at your company? What is your duty, as a marketer, on a global scale?  Where do those two intertwine, and how best to serve each calling?teradata sun

    The lines between data and marketing continue to blur, dictating the kind of content we share and consume, the mediums by which that content is distributed, and the metrics by which we track our campaigns. As consumers pick and choose exactly what they want to interact with, marketers must adapt and combine promotional techniques. Only valuable content will reign and deliver results.

    If marketers don’t understand the convergence of on and offline data and paid versus owned media—like how to maximize their reach with relevant retargeting ads, or how to use data in a programmatic way in real-time—messages are disjointed and consumers are confused.

    The integration imperative extends to social media as well. For both B2B and B2C brands, optimizing social media is a valuable option to outpace the market. Here are a few high-level tips as we move into 2015—likely to be the “Year of Content Explosion.”

    Facebook

    Even in the last year, the Facebook landscape has changed in terms of the way people consume the main catalyst of the platform—the News Feed. Whereas Facebook used to comprise primarily user-generated status updates, now, we’re actually seeing more, well, news!

    lummus1

    It seems well over half the content we see in our News Feed links externally and consists of attention-grabbing headlines, nearly always accompanied by an image or video.

    Facebook has already drastically reduced organic reach of brands on its site in favor of paid placement. And it will soon implement changes that will further cut down on the amount of promotional posts we see from brands. This means brands will have to find new ways to promote by combining relevant content with their promotional strategy.

    Social guru and blogger Jeff Bullas is a big advocate of sharing exclusive, simple, native, and consistent content on Facebook. In doing so, brands will increase their chances of making the News Feed despite the upcoming changes Facebook plans to implement. But since marketers will still need to back their posts with ad spend to maximize their reach, they should take advantage of the ad targeting capabilities that Facebook provides as well.

    Ad retargeting is an important paid media process B2C brands will need to get right. If users scrolling through the News Feed come across a valuable ad based on something they were recently searching for but didn’t yet purchase, they’re more likely to find it useful than seeing the same ad after making an online purchase for the product. All too often, however, retargeting methods fail to take other channels or customer behaviors into account. A valuable option for reaching specific individuals on Facebook is the Custom Audiences targeting option. With Custom Audiences, a marketer can use their own customer data for segmentation rather than relying on Facebook’s data. Plus, reach can be extended through lookalike modeling on Facebook. Several of Teradata’s clients use Facebook Audiences and Lookalike Audiences on Facebook today with positive results.

    Twitter

    Twitter is a “good” marketer’s change to stand out from the crowd. I say “good” marketer because on a platform as scalable as Twitter, anyone can masquerade as a marketer. But a true marketer doesn’t abuse the platform; he uses it strategically. By its nature, Twitter encourages both 1-on-1 interaction and allows for community building with the use of hashtags and tweet chats. These are easy, free, and limitless ways to connect with an audience. Bad “marketers” will use a million hashtags, deceiving headlines, and tweet too often. Good marketers, on the other hand, will use one or two relevant hashtags, attention-getting headlines, and tweet a reasonable number of times.

    Promoted tweets are the best way right now for brands to promote their content in the right context on Twitter from a paid, reach-extending perspective.lummus2

    Teradata uses promoted tweets in our own demand generation efforts. The great thing about promoted tweets is that you can customize them to target a particular audience. They’ll also show up atop the endless list of tweets users see when they login. We see success in using promoted tweets in a flighting pattern—especially, for example, to encourage signups for an online webinar, attendance for an upcoming event, to drive traffic to a piece of downloadable content, or to increase awareness of a new product.

    Promoted tweets that are worth the users’ while are likely to be accepted and embraced by your audience. However, promoted tweets that are overly self-serving are likely to be rejected and seen as invasive. A good Twitter campaign  will embrace both organic interaction with potential and current customers and paid sponsorship via promoted tweets.   And like Facebook, Twitter enables you to reach specific customers and prospects through their Tailored Audience option.

    LinkedIn

    LinkedIn is a B2B marketer’s paradise because users are naturally primed in the right state-of-mind when on the platform. LinkedIn is the most professional social network, and a certain credibility comes along with that. That’s good news for businesses that wish to interact with professionals while maintaining a professional aura but social flare.

    The most effective strategy for B2B companies looking to increase brand awareness, conversation, and thought leadership is to leverage LinkedIn’s Publisher feature. This will be most effective if you can convince your most influential (highest following, most well-known) organizational leader (CMO, CEO, VP, etc.) to publish blogs on LinkedIn. Posts should be informational and useful—often unrelated to your product, and more about your larger brand promise. In short, they need to be something people want to read. Then, they’ll associate your helpfulness with your product—now that sounds good, right? Most popular articles will be suggested by Pulse.

    lummus3

    The primary paid option is “LinkedIn Ads” which is essentially LinkedIn’s Google AdWords. You’ll be able to manage your own ad campaign within the platform, create targeted and customized messaging, and monitor the performance of your ads. Since LinkedIn is really becoming overloaded with content, your ads will have to feel more like content than ads, so, as with Twitter, don’t be overly promotional. These will complement your company LinkedIn page, too, which should constantly be updated with new information for your followers. Maintaining an interesting company page, leveraging the clout of thought leaders, and creating a small LinkedIn Ads strategy will set you apart in your LinkedIn approach.

    So, Now What?

    So, what’s the answer, then? I think it might lie somewhere between creating the most useful, informational, appealing content possible, and then sharing that in the best way. It’s about using that content to drive growth, to drive sales, to push forward. The power to make that happen truly lies within the capabilities of digital marketing. The Year of Content Explosion will be further empowered by social media—something we all can use. Combine owned and paid channels to create a marketing strategy that sells, and a captivating brand experience your customers will rave about.

    This article originally appeared in Forbes.

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