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I'm finding that marketers are increasingly hungry for information on how to best exploit Facebook to reach and engage prospects and customers. The reasons are obvious - you have to "swim with the fishes" - an expression that often arises when discussing Facebook marketing.
There was further evidence of Facebook's importance this week with the announcement that in the US, Facebook has ousted Google as the most popular site. In the UK, Facebook is still at Number 2, but growing rapidly.
I'm writing this post since I've been asking Facebook for more info to share on campaign best practices, and my contact has said there is a new example campaign launching today for St.Patrick's Day.
Here's the creative, background info on campaign below:
In their words of my contact at Facebook:
This is a reach block, so every user in the UK will be served this ad for the first five impressions on their home page today. It"€™s a fantastic traffic driver, and this particular engagement ad is our newest format: the sampling ad. Users can request a sample which is sent to their home address "€“ it"€™s an incredibly powerful messaging tool.
This is the latest in the series of recent examples this year, following Facebook's first sampling ad, Fiat Punto brochures, the Marmite cereal bar (I requested a sample"€¦not my cup of tea, despite my love for Marmite!), O2"€™s free SIMs and free SIM reach block, and Virgin Mobile"€™s free SIMs.
Although they're known as sampling ads, non FMCG marketers would know them as direct-response.
What everyone should like about these sampling ads is that data capture occurs on the media-owner site, so response rates tend to be higher - the model of clicking through to the landing page from a display ad is outdated and indeed the microsite on publisher site route has always been preferable.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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