Archive for September, 2012

Facebook to help companies direct ads to you using phone numbers and email addresses.

Ok, I know it sounds a little creepy but give me a chance to explain before you decide.
So here’s how it works: First of all it’s important to notice that this service is only currently available to all “managed” advertisers, meaning the ones who receive support from Facebook, meaning those that are paying Facebook. That being said, say you walk into a Best Buy and decide that you want a new TV, so you bring it up to the checkout at which the cashier asks if you would like to participate in their rewards program. You say sure cause it seems like a good idea (which it very well may be, this is not meant to be an attack on Best Buy), they give you a form to fill out that asks for the basics, name, number, address, email address and your favorite kind of marsupial (ok maybe not that last one). You get your little card and coupon and they get your information. Now this last part is important because one of the stipulations of this program is that companies can only use email address, phone numbers, etc that they have already acquired legally. Now the next step is that these companies will now upload their list to Facebook and upon doing so the information will be hashed so that Facebook itself won’t be able to collect info and sell it or something. At this point the utility will match your info from the list to your Facebook account and then allow the companies to choose to include you in a targeted ad campaign. In this case you may now see a Best Buy ad over to the right of the screen (where the ads exist now). That’s basically it, there is of course a little more to it like companies will be able point ads at specific demographics depending on what information you have given them. Keep in mind Facebook swears that there will be no ability for companies that have found you to harvest anymore information that you do not offer them.
As a marketer and a Facebook user I personally think this will be a pretty cool thing. Sure I am not crazy about seeing ads on Facebook because I go on to use it primarily for social purposes, but let’s face it, they’re a public company now and need to make money (badly at this point), so we are going to see ads. At least this way I will be seeing ads from companies that I actually might be interested in. And it will be great for advertisers to grow their list and target people that they want to, and that at least some point, cared enough about them to shop with them and give up some info.
Sure, there are always people buying lists and spammers getting you’re email addresses, but if you think about it, those people that would use a bought or stolen list would be spending money to reach people that may not have even heard of them. Not to mention there are already ads there anyway, why not see some that might get you a deal at your favorite restaurant or marsupial supply store.
As always if you need any help with this or any other web marketing stuff drop us a line at Marketing@tli2.com!