The days of debating the ROI of social media advertising are over, at least for one platform, as Facebook has launched a conversion measurement and optimisation system for direct-response marketers.
In an announcement yesterday, Facebook claimed its tool can reduce the cost of customer acquisition by about 40 per cent. For example, online retailer Fab.com was able to reduce its cost per new customer by 39 per cent as the tool allowed the brand to target the consumers most likely to convert.
According to Facebook, this conversion measurement is the only solution capable of reporting when a user views an ad on one device, such as a mobile phone, but converts on another (like a desktop computer), enabling measurement of cross-platform ad campaigns.
Kit Kat, makers of the chocolate wafer bar, is well-known for its slogan, ‘Have a break, have a Kit Kat.’ Now it is taking that message to the streets of Amsterdam and making it socially relevant for today’s ever-connected consumer.
In conjunction with advertising agency JWT Amsterdam, Kit Kat has created ‘Free No Wi-Fi Zones’ throughout the downtown area, setting up benches with WiFi jammers that block signals within a five meter radius.
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