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Heavily segmented Facebook campaigns do not always deliver superior results.
At least this is the message coming from P&G, the world's largest advertiser and Facebook's dream customer.
Thanks to adtech and big data, marketers have more ways than ever to target consumers in digital channels.
But Twitter is taking targeting to a whole new level with the announcement that it is letting advertisers reach out to consumers based on the emojis they use.
Pharma companies are not doing a great job at reaching physicians through social, and their ability to advertise to consumers could be eliminated in the US if the American Medical Association (AMA) has its way.
But the pharmaceutical industry's largest trade group, the Pharmaceutical Research and Manufacturers of America (PhRMA), isn't targeting physicians or consumers in what could be its most important ad campaign.
The debate around display advertising is currently rather polarised.
As some eschew standard display and forge ahead selling super-expensive native advertising, others continue at scale through programmatic, hoping the slide in CPM will cease.
But can publishers realistically make it to a middle ground, one of powerful display advertising based on greater relevance and intent?
Every marketer knows that the key to an effective advertising campaign is reaching the right person with the right message at the right time.
And as every advertiser (of a certain age) knows, this used to be so much easier when people lived homogenous, predictable lives.
Facebook's Custom Audience targeting feature is one of the social network's most potent.
Marie Curie provides care and support for more than 40,000 terminally ill people and their families in the UK each year, therefore it’s vital that the charity is able to provide services across every possible channel both offline and online.
To achieve this Marie Curie is undertaking a massive digital transformation programme, so it can extend its proposition to offer more services and support.
For a long time working with custom audiences meant that you would need to go through an approved advertising partner.
While this has its uses it was often prohibitively expensive, leaving many small and mid-size businesses unable to use this kind of targeting.
Recently Twitter has changed this, allowing self-serve advertisers to create and upload custom audiences.
I thought it would be useful to show you exactly how to do this.
Marketers live in a world that is creating 2.5 exabytes of data each and every day.
This provides both a challenge and an opportunity to marketers. How can they process and harness big data in faster and more innovative ways to deliver deeper insights and improved business performance?
Audience targeting is not new. However, the increasing complexity of the buying cycle now makes it much more challenging to execute.
How can marketers join the dots to find and engage desirable audiences?
Firstly, thanks for all the great comments and emails I received following the first instalment of this article.
A lot of people commented on the many overlaps between the themes and particularly around the tagging requirements.
Tagging is a great area to explore, so I thought I would take this and a few of the other themes that were proffered before looking at areas to postpone focus, in the next instalment.
If you would like to see these prioritised further or which companies are differentiating themselves in this space, please let me know or add in the comments field below.