CPG brands have had an off-and-on relationship with CRM and loyalty marketing over the years. Every brand attracts loyalists. Most brands fantasize about identifying, motivating and rewarding them since they buy more, buy more often and tell everyone they know about the brands they love. Every so often CRM becomes the flavor of the year in CPGland.
Reach, credibility and influence are the ultimate objectives of social media marketing. Reaching the right audience in ways that resonate, prompt viral distribution and drive action are the reason we get out of bed in the morning. In the scramble for attention, credibility and ad dollars the social channels jockey to make their cases. One has volume and global scale. Another has real-time immediacy; a third touts its influence and opinion leadership. A fourth is the playground of the too-cool-for-school crowd.
Facebook’s Newsfeed re-design, the first since this feature was introduced in 2006, is aimed at increasing engagement, expanding time spent on the social network, overcoming Facebook fatigue and creating more inventory and more interoperability for advertisers.
TV and online video are converging. And while TV viewing remains stable, online video consumption is soaring. New players are creating new content in online channels that will compete with established TV programming. And new combinations of exposure to video are being hailed for added reach and efficiency. The implications for ad guys and marketers are enormous.
If you pay attention, you can begin to see Facebook’s ad sales strategy coming together. The announcement that Facebook is buying Atlas from Microsoft comes on the heels of Facebook’s announcement of big data alliances. The pieces of Facebook’s future advertising juggernaut are emerging.