Facebook advertising is a combination of marketing and technology that some people like, others do not understand others. From time to time, as a creative marketing delayed platform by many science data, metrics and a performance-based auction, it has been shown that Facebook’s advertising is about technology above all else. In 2017, Facebook announces approximately $ 27 billion in sales and has grown by 57% since 2015. Facebook showed that 84 percent of its revenue came from mobile advertising. Both surveys show that Facebook advertising continues to attract traffic and sales, and it becomes an integral part of the marketing efforts of many brands.
But the statute cannot remain, and the marks must be ready. The technology will continue to affect Facebook ads and impressive brand results. Cat Howell, co-founder of Eight Loop Social, is a social networking strategy company specializing in Facebook advertising.
Robots play a more important role.
Facebook has allowed marketers to use the instant messenger, Messenger, as a way to communicate directly with users who communicate with their ads. In this case, robots often participate in ads, allow advertisers to sell or qualify automatically: this software can do everything from answering the main questions of customers to sending promotional codes. The marketers simply have to “train” the Robots through the workflow and the texts. Holes will not slow down the impact of the robot at any time. “Artificial Intelligence even innovates at this stage,” he says. But artificial intelligence must be managed: people must still set goals and set parameters for Artificial Intelligence to know what to do, all about how the results are communicated or the return on investment Artificial Intelligence efforts. ”
Does this mean that Artificial Intelligence replaces Facebook? Howell says it’s still necessary, but the role will change. Facebook marketers simply need to expand their skill sets to use data from robots. “The role of data analysis and the understanding of whether the robot works correctly requires Facebook’s marketing specialists to inform management and clients about the results and achievements.” “Three people can have an account, and then there is only one account, but this will provide the required human analysis.”
The reports will be stronger.
The ROI criteria for Facebook advertising remains the same, it is used on Facebook with only one element: how much is it worth to me? They want to know if this platform is driving a business or awareness or if each click is spent. Howell predicts that even if the criteria do not change, the reports will be stronger.
“When you replace the automation system, you can know the problems in the sales route, which is much faster than what you can do with humans, because you can understand how this information is, by manually interpreting.” “It’s hard to imagine what the repeated artificial intelligence turns out for people is to create large-scale vacancies that cannot be handled by humans.”
They can also better administer individual tests, resulting in faster and more complete comparisons. “The robots get very positive results because they can carry out large-scale human experiments that cannot be measured,” Howell said. “People at the end of the meeting need to determine the ultimate goal, such as traffic and routing, but the robots understand exactly what people are in the market and how to make an offer.”
The offensive nature of Facebook interests the users.
While people have expressed dissatisfaction with the offensive nature of Facebook, it is unlikely that they will do anything together, there are many benefits. “Facebook payments are currently better and will work directly through messages,” Howell said. “There are many people on the fence because they do not want to give details to Facebook, others feel that Facebook knows a lot about them, what is a credit card number?”
“People change, especially when it’s more comfortable,” he says. This is reflected in the high acceptance rate of Facebook and Messenger applications. This also applies to businesses. “Consumption is increasing, not decreasing, we are becoming a monster when it comes to consumption, and why everyone wants to advertise on Facebook.
But it predicts that the growing amount of information gathered in Facebook’s large user base is focused on creating personalized experiences for each user. “Definitely budgets are going to be for this purpose,” says Howell.