Digital Dialogue

Janie Lim, Group Marketing Manager, Adobe SEA – LinkedIn

Face­book’s significance as a social mar­ket­ing plat­form just keeps growing and the demand for deeper marketing opportunities increases too. Facebook has just announc­ed its Pre­ferred Mar­ket­ing Devel­oper (PMD) pro­gram and Adobe is the first PMD mem­ber (out of an ini­tial 232) to be awarded badges for all four of Facebook’s Mar­ket­ing APIs – Pages, Ads, Apps and Insights.

What does this mean and why is this impor­tant for our digital marketing cus­tomers?

Pages API

Adobe offers highly flex­i­ble page man­age­ment with a robust roles and per­mis­sions model.  This enables global and local scale so you can man­age all of your Face­book pages within a sin­gle plat­form, while empow­er­ing regional man­agers to exe­cute cam­paigns locally. We also fea­ture deep inte­gra­tion with Adobe Site­Cat­a­lyst, enabling auto tag­ging of social media posts with cam­paign track­ing codes in the pub­lish­ing work­flow.  This means you can much more eas­ily track how your Face­book con­tent and inter­ac­tions are dri­ving behav­iours on your dig­i­tal prop­er­ties. That’s a fancy way of say­ing you can now tie social activ­ity to busi­ness results.

Apps API

In addi­tion to the flex­i­bil­ity and cus­tomis­abil­ity that the new app builder within Adobe Social pro­vides, Adobe’s inte­gra­tion between Site­Cat­a­lyst and for­mer Effi­cient Fron­tier tech­nol­ogy now enables auto tag­ging of appli­ca­tions with cam­paign track­ing codes to mea­sure users across the entire cus­tomer jour­ney from ad click to app engage­ment to web­site con­ver­sion and beyond. Through inte­gra­tion with Adobe Test&Target, mar­keters can engage in A/B test­ing of app cre­ative and copy, pro­duc­ing crit­i­cal Face­book app opti­misa­tion insights for enhanced engage­ment. Our tar­get­ing tech­nol­ogy auto­mat­i­cally per­son­al­ises the app expe­ri­ences based on social pro­file and demo­graphic data, which improves rel­e­vancy and dri­ves higher conversion.

Ads API

Adobe is cur­rently the only provider to inte­grate “spon­sored story cre­ation” within the Face­book pub­lish­ing work­flow.  Essen­tially, this capa­bil­ity can sig­nif­i­cantly expand the influ­ence of con­tent by max­i­mising reach – get­ting your con­tent in front of a lot more eye­balls – and ampli­fy­ing mes­sages. This inno­va­tion enables com­mu­nity man­agers to col­lab­o­rate closely with ad man­agers dur­ing the plan­ning process to coor­di­nate paid and owned reach at cam­paign launch instead of spon­sor­ing a story after the post has gone live.

Adobe also enables cross-channel attri­bu­tion of social against other dig­i­tal adver­tis­ing chan­nels – search and dis­play – because our tech­nol­ogy man­ages all bid­d­a­ble dig­i­tal ad for­mats.

Insights API

Adobe can tie Face­book activ­ity directly to busi­ness results like rev­enue or other con­ver­sion met­rics. Addi­tion­ally, Adobe can inte­grate lis­ten­ing (earned) data with owned data, paid media (ads) data, and mean­ing­ful ana­lyt­ics (i.e. let’s look beyond “likes” and “fans” to rev­enue and con­ver­sions) within one dataset. This gives you a much more com­plete pic­ture of per­for­mance across chan­nels and insights to opti­mise invest­ments across those chan­nels for the great­est ROI.

The social world gets both richer and more easily accessible for digital marketers with tools such as these. As Face­book con­tin­ues to inno­vate and enhance their plat­form, we will work closely with them to con­tinue pro­vid­ing the most com­pre­hen­sive and sen­si­ble sup­port solu­tions possible