Facebook talks hyper-targeting, analytics and cross-platform at AANA event

Australian head of insights highlights three fundamentals for marketers in the new digital age at Australian Association of National Advertisers event in Sydney

Marketers must embrace hyper-targeting, cross-platform campaigning and advanced analytics if they’re to succeed in the digital revolution, Facebook Australia’s head of insight claims.

The social media giant’s head of measurement and insights, Helen Crossley, told attendees at this year’s Australian Association of National Advertisers (AANA) Connect event in Sydney that the industry is living through a digital revolution comparable to the industrial age, where communication is about the “everyday and everywhere”.

To cope, Crossley identified three fundamental trends that marketers must come to grips with, while also championing Facebook’s contribution to each. At the top of the list was hyper-targeting, or the ability to communicate on a one-to-one basis with our target customers based on relevance and what matters to them.

“Marketers spend a lot on insight teams and working out their target customer and clustering them, but while these profiles have helped us identify the needle in the haystack, it’s not based on a real person,” she said. “Hyper-targeting means you need to change the way you communicate with consumers and engage with them in one-to-one relationships.

“As all media comes online, you can find your exact audience at scale. Most businesses and marketers in this country are not doing a good job of that yet.”

The second key trend Crossley identified was the age of cross-media platform marketing. She highlighted research which found 93 per cent of Facebook users are using the social media platform at the same time as watching TV.

As an example, Crossley pointed to Nestle Germany’s recent Maggi campaign where the brand engaged consumers through both TV and social by conducting a simultaneous and complementary campaign on both Facebook and TV. The campaign reached 30 million people including two million consumers purely through Facebook. Crossley claimed the Facebook paid media represented eight per cent of the total budget but 19 per cent of subsequent sales and recorded a URI that was 2.5 times greater than TV.

Marketers should take this a step further by conducting cross-platform campaigns that include mobile devices, Crossley said. “Mobile is the most intimate connected device that has ever existed,” she added.

The third trend singled out by Crossley was the maturing of data analytics and exponential rise in data sources. Facebook is endeavouring to position itself as a key enabler in the behavioural data mix and has opened up partner categories in the US allowing one brand to rent another’s consumer data based on utilising similar customer characteristics and parameters.

This year’s ANNA Connect event was held at Doltone House Hyde Park on 23 May and also included a presentation on innovation from serial entrepreneur, Creel Price, along with a panel of CMOs from Lions, Subaru, Westpac and Ferrero Australia on the key issues of mobile, big data, content and leadership.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in