Facebook is always changing. And it’s really difficult for marketers to keep up. Every once in a while, however, the change makes marketers’ lives a little easier.
The latest from social giant is the introduction of cross-device measurement to Facebook Insights. Because users no longer (did they ever, really?) enter and complete the sales funnel on one channel and on one device, figuring out how to track the user journey across channels and devices has been a huge knowledge gap for social marketers.
Facebook’s cross-device analytics is a pretty big step towards closing that gap. They can now track consumers’ activity on Facebook from their desktop to tablet to phone, including on the mobile app. That’s big.
As mobile becomes the primary channel for which consumers access the Internet, it’s increasingly important for marketers to understand their consumers’ mobile behaviors. Is engagement higher on mobile? Are consumers converting more often? Or converting faster when exposed to mobile Facebook ads compared to desktop Facebook ads?
All of these new insights can play a huge role when marketers think about their strategy. If trends are pointing (as they are for most) that user activity is going from desktop to mobile, the marketing strategy should include more content built for mobile viewing. If they’re seeing that Android tablet users are converting at the highest rate, more of the social ad budget should be targeted specifically for users on Android tablets.
Just the start
Of course, for marketers, it’s just the start in seeing the complete customer journey because the new insights are only for Facebook and for paid social. And just like how consumers don’t enter and complete the sales funnel on one device, they don’t go through the funnel on just Facebook. Other social networks and channels play a huge role. While less trendy than social, email marketing is still effective–and effective on every device. Brands are on Twitter and Vine, running native publisher content, not to mention traditional marketing channels, too. There’s still a long ways to go to track the whole journey in a comprehensive and unified manner.
As brands are able to see more of the journey, by seeing metrics across devices, channels, and modalities (paid, owned, earned), they’ll be able to understand their customers better and, in turn, adapt to give their customers a better brand experience.
Facebook’s Cross-Device Analytics Is Big
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