Social media continues to grow rapidly, offering global consumers new and meaningful ways to engage with the people and brands that matter to them (Neilson 2012).
The recent proliferation of mobile devices and connectivity helped fuel the continued growth of social media. Therefore, multiscreen communication has increased speed of response and ease of communication between marketers and consumers. Marketing is evolving from something you do to the youth to something you do with them. (Muhumuza 2012). Consumer involvement and deeper engagement in the brand allows movement from a relationship as a consumer to one of the ultimate objective of brands.
Online interactivity didn’t start with social media, but through social media’s success (Moravick 2013).
The social platform is on an unstoppable path towards hyper-personalisation (Inside Facebook 2013). Communication between business and consumer has gone from anonymous mass marketing to relevant targeted messages to personalised social experiences. Facebook provides an end-to-end solution for marketers to construct intelligent audiences and engage users with personalised experiences. Google adopts personalistion methods like Facebook, called algorithms, storing data about logged-in users’ past searches; it uses the data to tweak a set of algorithms that deliver more relevant and personalised search results. (Naone 2012).
Google are yet to discover an innovative personalistion method that is as successful as Facebook. In the mean time, Facebook recently released its “Custom Audiences” feature, which allows digital markets to run advertising campaigns targeted specifically to certain customers and prospects (Steinberg 2012).
By offering more options to target audiences, Facebook is gaining ground in its ongoing innovation battle with Google. Facebook are the innovators for custom audiences which have been copied by google and amazon.
With nearly 83 percent of marketers using Facebook, what can marketers actually do with this new tool?