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Welcome to my blog, my name is Paul Dunay and I lead Red Hat's Financial Services Marketing team Globally, I am also a Certified Professional Coach, Author and Award-Winning B2B Marketing Expert. Any views expressed are my own.
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This is the type of targeting that one-to-one marketing advocates have been looking forward to for a long time.
It fits neatly within the one-to-one marketing concept of “treat different customers differently” — and it’s economical, too!
@Cliff – I know its quite exciting to see this type of true 1:1 ads come alive
We’ve had a lot of fun with this concept. Recently, we’ve also started to use this to market to our existing customer base, too. It’s a very low cost way to keep our brand in front of our customers.
Think about that – keeping your brand in front of your customer base isn’t new. That’s just good marketing strategy… Using Facebook ads to place positive messaging in front of our customers specifically is just a new way of doing that.
Creative application of good marketing strategy using the tools that make sense. That’s what we’re all about!
Tim, another example of the fine work you continue to bring forth in your field. Great to hear the story, read the outcome and imagine the future as you apply this to your overall marketing strategy. By all indications, Paul Dunay was pleased to see this in your developing plan for G1440
What a crafty way to get someone’s attention. Great use of social media and targeting specific audiences. Good work!
very cool use of social media!
@Matt/Danica – thanks for commenting
Very creative and insightful- the Grateful Dead attribute adds a nice touch! This just proves that there are endless possibilities using social media marketing.
Sneaky very sneaky… 🙂
Impressive how someone can be targeted at such a low cost and with so little research. In a world where it’s difficult to get a first meeting amongst a sea of options, this is an effective tactic to get the message across.
Also an innovative approach to using a social networking site for business.
Can this technique be used in a way that assures the target that the ad is not an attempt by someone to spread a virus or spam your inbox like so many ads?
Not at all surprising to see that Tim Kassouf is once again a leader with creative marketing strategies. He’s been on the cutting edge with great ideas for as long as I’ve known him!
@Nora – I know I was surprised by the light amount of data as well!
Can it be used for more draconian measures? – I guess so but I haven’t seen it happen yet
I would imagine you could entice someone to click on your ad for some free software then when they get the download of the free software there is a virus attached to it
But frankly Facebook is very sticky about what is allowed to be downloaded off their site and what data you can collect so I don’t expect to see this any time soon
p
Sounds like very creative advertising by a very creative person. Sounds like it worked like a charm.
I opened up my email today and I found an article from eMarketer that further supports this post. Thought you might enjoy it!
http://www.emarketer.com/Article.aspx?R=1007697
@Ioannis – thanks for sharing
Our main business: all levels of branded clothing, fashion shoes wholesale, retail and distribution. Our products are inexpensive. We develop the foreign market, provide more choices for more foreign customers and establish more cooperative chances.
Our goal is: “Quality is the life of one company.” A real good faith business websites ensure all goods’ quality! All of our clothes have been hand inspected, so you can believe in the purchase in network. We provide many styles and new goods are loaded faster. There will be 10 new products launching per week. We also provide you with adequate supplies. Perfect 100% return system can remove your worries. We have physical retail outlet wholesale departments.
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What an innovative way to us Facebook ads. This gives “Direct Marketing” a whole new meaning.
Wow! how marketing has come so far in such a short amount of time! As a marketing/events/advertising professional, I am very excited to read about G. 1440/Tim Kassouf’s experiment with Paul. Its creative, its personal, and its direct..which is what every company & adverstiser wants. Gone are the days where social networking sites were blocked by companies because it was seen as a way to ‘waste time’ and goof off at work..now it IS the way to reach people. Very good article. I’m excited to hear more about this!
Great idea Tim, so excited to be apart of the G.1440 fam!
Pretty interesting stuff from G1440. It reminds me of Minority Report, where every ad from every advertiser was customized for the individual. I have a hard time resisting the urge to order a pizza when I see a Domino’s sign on the side of the road, so if this kind of thing gains steam I am pretty sure be penniless shortly after the personalized ads start hitting me.
There’s an outfit in New York called Pontifix that got its start with Obama campaign and is working in this area. They find ways to create highly targeted social media ads which focus on people who can be readily converted into leads for buyers/ advertisers. They have some sort of adverting model where advertisers only pay for people who opt-in to a particular service – so it’s kind of like buying friends on Facebook (except these are real consumers who will spend real money). They call it CPL – cost per lead
Seems like it could be a holy grail for B2B – pay only for quality, vetted leads that have actively expressed an interest in hearing from you.
At any rate, not unlike what G1440 has done, these guys have some sort of secret formula that lets them get super detailed information on targets – although I suspect they (like G1440) are just using public data in clever ways (and some hard work) to get good results
Anywho, interesting stuff
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There’s absolutely no doubt that this type of creative application has huge possibilities for web marketing. Kudos to the G.1440 team!
This would be a great tactic for job seekers. Great way to reach out to potential employers!
@Stephanie – totally agree!