Better TargetingFacebook advertising is based on audience targeting, which has historically been the most valuable aspect of marketing with Facebook. The advantage of using the platform to advertise is the amount of user information. It’s super easy to segment your audience based on gender, age, marital status, location, and even interests, and serve your ads to the most qualified audience. Not even all mighty Google AdWords can get that refined. Recently, Facebook has gotten even more advanced with targeting with two new tools: Facebook Exchange (FBX) and Custom Audiences. The Facebook Exchange  allows for advertising re-targeting by extracting users’ online behavior off Facebook. Advertisers can now re-target customers who have already shown some interest in the product or service. It's a real time bidding service for ads - BIG TIME.
Custom Audiences  enables advertisers to marry information on potential customers with Facebook data. It allows you to take your own CRM database, compare it to Facebook’s data, and then create custom target audience clusters. Boom, instant better targeting.
Better ConversionsThe one thing all direct marketers are focused on is ROI. Facebook not only makes it easier to drive qualified traffic through targeted ads, but traditional word of mouth marketing is insanely powerful. Using Facebook Offers and Coupons is a great tool to capture that channel. When an offer or coupon is claimed on Facebook, it is automatically shared with the recipient’s network. This creates incredible social currency, with ¾ of claims resulting from the share and not the original targeted ad.
Better DiscoveryFacebook’s new tool, Collections , seeks to expand brand discovery. It’s essentially an online catalog that lives on Facebook with the addition of the Want button. In my opinion, it’s basically Facebook’s answer to Pinterest for brands. Still, it’s an exceptional way to create brand awareness, buzz, and yet another way to increase engagement with customers.
Facebook is in a constant state of reincarnation, always looking two steps forward to make both the user and marketer experience better. Personally, I am always excited when Facebook announces new additions, features, and interface modifications, so this session was very interesting for me. I hope my recap was just as compelling! Check back for more recaps and thoughts from this year's DMA Conference.