How To Maximise Customer Value With Facebook Custom Audiences

How To Maximise Customer Value With Facebook Custom Audiences
SHARE
THIS



Torque Data investigated the power of Facebook Custom Audience ads for businesses, including Red Cross and Samsung, when used as part of a customer retention and engagement program.

In an environment where competition to acquire new customers is increasing by the day, having the ability to optimise your existing customer communications is a key competitive advantage.

It is a widely held view among marketing experts that it is more cost effective to retain and grow the value of an existing customer than it is to acquire a new customer. Facebook Custom Audience ads allow advertisers to communicate to their existing customers in a segmented and meaningful way.

Torque Data recently studied the success of two campaigns launched by major advertisers. The Study tested the impact of combining Facebook Custom Audience ads with the more traditional direct marketing channels of direct mail and email marketing (eDM), versus using those traditional channels in isolation.  The impact of Facebook Custom Audience ads was then analysed across key marketing metrics.

The Study found there was a nine-fold uplift in sales conversion from existing customers receiving targeted Facebook Custom Audience ads alongside eDM versus those customers who received eDM in isolation.

This integrated channel approach also generated a sales uplift from priority customer segments that was over 35 per cent higher than sales generated from the same priority customers who only received eDM communications.

In a not for profit environment, Facebook Custom Audience ads in combination with direct mail generated a 19 per cent increase in total donation value compared to direct mail only.

General manager of Torque Data, Oliver Rees said: “Facebook Custom Audiences is a very exciting development for digital marketers looking to reach specific existing customer segments. Facebook Custom Audiences is a non-invasive channel which creates cut-through that could drive sustainably better results in customer retention.”

This White Paper from Torque Data highlights that there may be an opportunity for advertisers to embed Facebook Custom Audience ads into customer retention and optimisation activity to help drive higher response and conversion rates.

Equally, Facebook Custom Audiences communication can be deployed in a nurturing and subtle way, to relevantly engage with existing customers based on where they sit in the customer lifecycle.

Head of marketing at Australian Red Cross (a participant in the Study), Gary Bristow added, “This research highlighted the power of using Facebook Custom Audiences to support our donor communication in driving significant results.

“The lift in value from the activity showed we can add significant incremental return by using the channel, and the increased income we saw is supporting our everyday work with vulnerable communities across Australia and overseas.”

Latest News

Time Savages Trump In Latest Withering “Welcome To America” Cover
  • Media

Time Savages Trump In Latest Withering “Welcome To America” Cover

Time magazine has delivered another withering takedown of president Trump with its latest cover by placing a crying immigrant girl at the feet of the President with the caption “Welcome to America”. The image of the crying two-year-old girl is from the now-iconic photograph by Getty photographer John Moore and has become a symbol of […]

by B&T Magazine

B&T Magazine
How Marketers Can Achieve Omnichannel CX success
  • Opinion

How Marketers Can Achieve Omnichannel CX success

In this guest post, Zandesk’s customer experience strategist, Malcolm Koh (pictured below) says brands need to develop an intelligent omnichannel for their customers and he offers his easy tips on hwo to do it… Marketing has always been the custodian of a company’s brand and just as new technology has transformed entire organisations and business models, […]

Opinion

by B&T Magazine

B&T Magazine
Cannes 2018: MediaCom Named Media Network Of The Year
  • Media

Cannes 2018: MediaCom Named Media Network Of The Year

MediaCom has been named Media Network of the year at the 2018 Cannes Lions Festival. The agency’s work for Tesco in the UK landed the Grand Prix for Excellence in Media Planning, while campaigns for P&G’s Gillette in Israel added two Silver Lions and a Bronze Lion. The agency also received eight shortlist nominations, making […]

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot
  • Campaigns

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot

Years of China’s ‘one child policy’ has apparently left a generation of mollycoddled kids too scared to get sweaty or dirty. But now a new campaign by Nike China has set out to debunk the idea that Chinese kids are spoiled little fatties wrapped in cotton-wool. The campaign’s the work of R/GA Shanghai and is an upbeat, positive number with a booming […]

by B&T Magazine

B&T Magazine
MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign
  • Campaigns

MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign

An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. In partnership with MS Queensland, creative […]

Revealed: The Real Voice Behind Siri
  • Technology

Revealed: The Real Voice Behind Siri

For the third consecutive year, TEDxSydney selected creative agency BMF to produce a film for its 2018 film program under the theme ‘Humankind’. The film, which premiered on Friday in front of 5000 people at TEDx Sydney, unmasks the real genius behind Apple’s personal assistant Siri. “Siri is an amazing invention. You can ask her […]

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.