Facebook has recently announced plans to extend its Custom Audiences product to all advertisers around the world, a decision that is bound to have far-reaching impacts on all manner of businesses.
Allowing you to target users directly with the email lists you already have, this option will enhance the effectiveness of customer acquisition campaigns for every business that uses it.
A Personalized Approach
Custom Audiences is something that every business should consider adding to its list of customer acquisition strategies. Allowing you to specifically target, or avoid targeting, different customers that have previously provided you with contact information, you can create a level of advertising customization on Facebook that was unheard of only a short while ago.
This new level of access will be an important factor in customer acquisition marketing in the next few years, as businesses learn to take full advantage of what Facebook has to offer. You can tailor your message to customers that have purchased with you before, or potential customers who have expressed an interest in your product. You can even specify advertisements to people who have visited your website or used a certain mobile application.
The Importance Of Personalization
Effective advertising is always a delicate balance of putting your message out there as thoroughly as possible without leaving a bad taste in your audience’s mouth. No one likes to be pushed or prodded, and it is very easy to turn potential customers off with ads that have nothing to do with their interests or desires.
With the level of personalization offered by Custom Audiences, though, advertisers and brands can go directly to people who are primed to buy. They have visited your site, they have used your app, and they are probably interested in what you have to offer.
Facebook’s decision to offer Custom Audiences to everyone will change the way advertising happens on the social networking site for the better, benefitting businesses, brands and users alike.