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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in