Facebook Exchange holds the potential to become an important tool to connect display marketing with information gleaned from social media platforms. Simon Robinson, senior director marketing and alliances EMEA at email and cross-channel marketing specialists Responsys, looks at why, with only 28 per cent of marketers currently integrating social media with display ads, Facebook Exchange could provide the remainder of these companies with the opportunity to drive further engagement and boost sales.
Facebook Exchange holds the potential to become an important tool to connect display marketing with information gleaned from social media platforms. To successfully interact with customers and prospects, marketers need to be able to engage across multiple channels through integrated, cross-channel marketing campaigns.
According to a recent study by Responsys in conjunction with Econsultancy, low levels of integration between marketing channels is preventing marketers from having successful digital conversations with customers. Under one third of marketers currently rate themselves as ‘excellent’ or ‘good’ at driving coordinated cross-channel marketing campaigns and only 28 per cent of marketers integrate social media with display ads.
Facebook Exchange could provide a perfect opportunity for marketers to exploit cross-channel opportunities. For the first time, marketers have the ability to utilise CRM data within social channels. It’s still early days, but Facebook Exchange is poised to support the trend towards display relationship retargeting as well as promoting a holistic new school marketing approach that takes advantage of all marketing channels – email, mobile, web, social and display.
By Simon Robinson
Senior director marketing and alliances EMEA
Responsys