Post by account_disabled on Feb 27, 2024 15:52:50 GMT 10
Personally, I saw Facebook being used for advertisements for the first time way back in 2012: I remember a completely different world both from the point of view of the public and from the point of view of managing advertisements. I have witnessed the birth of new formats , of new and increasingly complex ways to convey messages, of increasingly granular and flexible performance measurement tools . Starting this month, just to name one, automatic budget management at campaign level has been introduced compulsorily for everyone, to which I dedicated a post. Wanting to delve deeper into the evolution, state of the art and future prospects of advertising on Facebook, I had a chat with Enrico Marchetto , university professor and author of a hotly published and highly recommended volume entitled “ Facebook and Instagram : strategies for advertising that works” (Apogeo). What do you think have been the most important changes in Facebook advertising since the beginning? Has the public and its way of interacting and perceiving advertising proposals also changed? Enrico Marchetto : “Many things have changed, but something in common with the past has remained: the Italian CPM is certainly still very manageable compared to other European countries.
And Facebook and Instagram certainly remain, in my opinion, the best Panama mobile number list awareness machines ever conceived in the history of advertising, including television. If we want to talk about recent changes I would mention two: the first is not so much a change as an attitude of total trust towards the choices made by the algorithm , I'm thinking for example of how increasingly reliable lookalike audiences are. The second is Facebook and Instagram's efforts to improve their work in attribution analysis . Let me explain better: the real challenge of the next few years will be to study the incrementality of Facebook and Instagram in depth, that is, to analyze those conversions that probably would not have occurred without the advertising mediation of FB and IG. If you study incrementality , you can estimate the real impact of social media marketing on your business. Well, what I appreciate is precisely the effort that Facebook is making in this sense: I think of Attribution first and foremost." What new things await us for 2020? Is advertising investment on Facebook, Instagram or Messenger in Italy destined to increase? EM .: “Yes of course. I am quite convinced that almost all companies have understood the power of the little game. But there aren't really that many who entrust the necessary budget. 2020 will be the year of budget awareness , that is, of starting to allocate the right amounts to social media advertising.
Especially for the awareness phase, obviously done as God commands.” In your opinion, are there products and services that can benefit more than others from promoting themselves on Facebook or Instagram? EM .: “Yes, without a shadow of a doubt. In my opinion there are various types of products that benefit greatly: 1) The trigger product , i.e. the product that immediately triggers the public's attention. I think of incredibly tricky products such as the anti-shoplifting backpack, the strange clothes from Wish, the sink unblocker 2) the product with a high relational rate , on which to develop communities. I think for example of my client Lazzari Store who has managed to build a real community of fans around the new collections 3) the product with a high emotional level . I think of a campaign I ran for Velux entirely based on showing what happens to you if you live in a closed space all the time and how your life could change if your habits change The taxonomy could probably continue, but I would have to think about it more deeply. Perhaps the important thing, in addition to the product, is to build a frame around the product dedicated to social media. Do you have a product? Well, start thinking around which frame you would put it to propose it on social media: do you build a trigger dimension for it? Community-relational? Emotional?” In our Italian economic scenario dominated by SMEs, do Facebook and Instagram adverts represent a necessary or ultimately secondary resource to increase turnover and awareness? EM“At the moment Facebook and Instagram are totally marginal , because SMEs are still trying to understand them.
And Facebook and Instagram certainly remain, in my opinion, the best Panama mobile number list awareness machines ever conceived in the history of advertising, including television. If we want to talk about recent changes I would mention two: the first is not so much a change as an attitude of total trust towards the choices made by the algorithm , I'm thinking for example of how increasingly reliable lookalike audiences are. The second is Facebook and Instagram's efforts to improve their work in attribution analysis . Let me explain better: the real challenge of the next few years will be to study the incrementality of Facebook and Instagram in depth, that is, to analyze those conversions that probably would not have occurred without the advertising mediation of FB and IG. If you study incrementality , you can estimate the real impact of social media marketing on your business. Well, what I appreciate is precisely the effort that Facebook is making in this sense: I think of Attribution first and foremost." What new things await us for 2020? Is advertising investment on Facebook, Instagram or Messenger in Italy destined to increase? EM .: “Yes of course. I am quite convinced that almost all companies have understood the power of the little game. But there aren't really that many who entrust the necessary budget. 2020 will be the year of budget awareness , that is, of starting to allocate the right amounts to social media advertising.
Especially for the awareness phase, obviously done as God commands.” In your opinion, are there products and services that can benefit more than others from promoting themselves on Facebook or Instagram? EM .: “Yes, without a shadow of a doubt. In my opinion there are various types of products that benefit greatly: 1) The trigger product , i.e. the product that immediately triggers the public's attention. I think of incredibly tricky products such as the anti-shoplifting backpack, the strange clothes from Wish, the sink unblocker 2) the product with a high relational rate , on which to develop communities. I think for example of my client Lazzari Store who has managed to build a real community of fans around the new collections 3) the product with a high emotional level . I think of a campaign I ran for Velux entirely based on showing what happens to you if you live in a closed space all the time and how your life could change if your habits change The taxonomy could probably continue, but I would have to think about it more deeply. Perhaps the important thing, in addition to the product, is to build a frame around the product dedicated to social media. Do you have a product? Well, start thinking around which frame you would put it to propose it on social media: do you build a trigger dimension for it? Community-relational? Emotional?” In our Italian economic scenario dominated by SMEs, do Facebook and Instagram adverts represent a necessary or ultimately secondary resource to increase turnover and awareness? EM“At the moment Facebook and Instagram are totally marginal , because SMEs are still trying to understand them.