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?
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.
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.
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.
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