Research
Cloud-based software company Emarsys has launched Social Ads, a new product which enables brands to target customers via highly personalized social media advertisements on Facebook, giving them another channel to engage, convert and retain customers.
The eMarketing Suite platform already offers flexible and sophisticated customer lifecycle segmentation and campaign management on the market. With Social Ads, users can now take the target segments they use for email, mobile and web, and let Facebook build corresponding Custom Audiences from the contacts it finds. Display Ads created in the Suite CMS can then target those audiences as part of a comprehensive, multi-channel engagement strategy.
Contacts can be added to audiences in real time and removed easily, ensuring that the Facebook Ads budget is spent effectively.
The only data exchanged between Suite and Facebook are email addresses ensuring full data integrity while creating a 1-1 customer experience on the world’s most popular social network.
Marketers will also have the ability to build lookalike audiences of their most profitable customers, helping extend the reach of campaigns to target prospective audiences with similar interests.
“Facebook is already a great medium for customer acquisition, and now with Social Ads it also becomes a highly effective advertising channel for retention marketing. With so many emails remaining unopened, marketers now have an additional weapon in their armoury to target unresponsive customers and decrease churn by producing highly personalized advertisements, delivered at exactly the right time,” said Ohad Hecht, COO at Emarsys.
