Optimove, a multichannel campaign solution provider, announced that it will integrate with Facebook Custom Audiences (FCAs) during the eTail West 2014 conference in San Antonio, Tex. The company’s platform already incorporates email, text messaging, push notifications, on-site banners and call centers.
FCAs enable advertisers to target their Facebook ads and Sponsored Stories to specific users they’ve already connected with on and off the social network. Brands and retailers can tailor audiences based on email addresses, Facebook user IDs, phone numbers, app IDs and Apple’s Identifier for Advertisers (IDFA).
Using Optimove’s customer modeling technology, which is designed to provide predictive customer micro-segmentation, the new feature will help marketers create more personalized, one-to-one ad campaigns on Facebook. Optimove expects that this expansion will assist companies in turning Facebook into a powerful retention marketing channel, according to a recent blog from Amit Bivas, Head of Marketing at Optimove.
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Typically, FCAs help brands to tailor messages to specific audiences. However, marketers can sometimes be challenged to determine how many lists to create and manage, and decide which customers to include in each list. In addition, marketers must manually upload data each time a customer list needs to be create or edited, which can be a daunting, time-consuming process.
The new Facebook integration from Optimove will help automate the audience creation, editing and campaign execution process, further refining segments so customers can receive hyper personalized messages and offers based on their behaviors and preferences.
“The goal is to be able to automatically create and modify Custom Audience lists according to granular, behavior-based customer micro-segmentation,” Bivas explained in the blog. “This is an important step forward in transitioning the use of paid online advertising from being exclusively used for customer acquisition to making it an effective and measurable channel for customer retention.”
