What You Need to Know About Facebook’s New Mix Modeling Portal

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We’ve written extensively in the past about how when it comes to digital and print marketing, you’re not looking at an either/or proposition. Often, businesses of all sizes are finding great success embracing the best of both worlds – reaching out to the customers who are most receptive to print channels via traditional methods and using digital resources when they’re most appropriate. We’ve even written about how you can take the lessons learned online and use them to make your print strategies even stronger.

We’re not the only people who share this opinion; it would seem. Facebook has recently launched a mixed marketing portal designed to make it easier than ever for businesses to compare Facebook-based advertisements to television, print, and other types of collateral. While this does mean big things for people using Facebook as an advertising platform, what it means for print marketers is even more interesting.

What Facebook is Doing

The social networking giant’s mix modeling portal for marketers is a significant extension of an existing partnership. Over the course of the past few years, Facebook has teamed with Nielsen (the people who tell you how many people watch the Super Bowl each year, among other things), comScore (the people who focus on digital, TV and movie analytics), DoubleVerify (a company that aims to “authenticate the quality of each digital media impression”), and others. This has all been done to provide clear metrics on how far a Facebook ad reaches, how many impressions it gets, its ultimate performance, and more.

For advertisers that rely heavily on Facebook, this means that they now have access to twenty-four different third party measurement partners to track the performance of their ads around the world, see how their ads are comparing against similar ads running in the world of print and more.

For print-based marketers, this also thankfully means that the reverse is true, too.

What This Means For You

Even if you don’t heavily advertise on Facebook, this new model is still something to pay close attention to because of the metrics at play. It’s another example of the ever-important concept of “pay attention to what is working online and use it to strengthen the foundation of your print campaigns.” Thanks to Facebook, this just got a whole lot easier.

By giving advertisers the ability to compare a successful Facebook ad to other elements of their campaign like print, people who DO happen to be heavy print advertisers can essentially come in from the opposite angle and learn just as much. It’s all a matter of perspective – the marketing mix modeling portal can be used to look at one of your successful print ads, compare it to ads that are running on Facebook and use that actionable information to feed back into the print campaign to help achieve your desired outcomes.

Print and digital advertising have historically been measured in very different ways, but thanks to Facebook we just took a big leap closer to a uniform standard that can be used in both situations. You can use the Facebook MMM Portal to see how impressions reach and other metrics translate into the real world and back again.


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Online Marketing With A Little Friendly Competition

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Sometimes it takes a little friendly competition to get your customers engaged. That’s why it’s so common to see freebies, giveaways, and contests posted online and in retail stores. The trick, of course, is finding a contest that your customers are interested in winning. You know your customers best. Selecting a contest to run can be fun for everyone, especially if you can find a way to get your employees excited, too.

Did You Know?

  • New campaigns acquire a 34% audience increase on average
  • One-third of contest entrants sign up to receive email updates from brands and partners
  • Running a mobile contest increases the number of entrants by eight times
  • Statistically, the best duration for a contest campaign is 25-60 days

Contest Ideas

One of the funniest and most entertaining ideas is to host a video contest. People are mad about videos these days, and they love to share them on Facebook and other social media sites. According to Social Media Examiner, one such contest by the snack company Doritos brought an immense return. The contest is called “Crash the Super Bowl” and asks customers to create commercials for their chips. Can you just imagine how much fun customers have creating these commercials? Let’s not even begin to discuss the fun of sharing the commercials on Facebook. So while your company may not be as big or popular as Doritos, you can see how this idea can go viral quickly.

Dunkin’ Donuts uses contests to tell customer stories on Twitter. They asked their customers to post how their coffee fits into their day. As you can imagine, many customers came back with responses to this request. Winners starred in their own Dunkin’ Donuts commercial, and these videos were shared on YouTube and Twitter.

Low-Tech Contests

Not all contests need to include high-tech prizes or competitions such as videos. You can ask your followers to compete in Throw Back Thursday competitions with snapshots of them using your products in a funny way or just sending in ideas for how they use your product or service. The goal is engaging as many current and potential customers in your brand, and just plain having fun. If the contest is easy to participate in and offers a prize that fits your niche audience, then you will get a better return. This method of building an audience and cementing relationships with your customers is a proven success. People just want to have fun, and they are busy and stressed. An excuse to join an engaging contest will get them excited.

Kissmetrics offers several ideas that you can adapt to your company to introduce giveaways and contests to your audience. They offer suggestions on how to set up the contest, and how to optimize it and promote it online. Part of the success of a contest is that it can result in user-generated content that you can use during and after the contest to promote your products and brand. Everyone wins because it is fun, engages your audience, and you can get increased traffic and sales as well as new, original content.

Contests are particularly useful during the stressful holiday season when everyone is shopping and spending money. You can offer free products to customers who win, or gift cards that they can use for holiday gifts.


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Print It Plus has so much to offer. Find Out What You Have Been Missing.

For more information or to request a quote, go to Print It Plus, http://www.printitplus.com.

Online and Print: Like Peanut Butter and Jelly?

Some self-appointed experts proclaim there’s a vast difference between the brave new digital world and more traditional media like print. Although there are obvious differences in the way messages are delivered, fundamentally there are more similarities than it may seem.

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At the core, it all revolves around communication. We are still trying to communicate the same things:

  • Persuading recipients to open our communication
  • Encouraging people to read our relevant messages
  • Convincing our target market to believe the point we are trying to get across
  • Driving people to take action on our message

There’s no denying that the Internet has changed how we communicate. However, it would be a mistake to believe that digital should completely replace message delivery methods like print. As studies have shown, most people trust print more than email and social media. Anyone can send out a tweet, blast an email, or publish a Facebook post, but only legitimate businesses will invest the time and necessary resources to create a print campaign.

It’s interesting to note a recent trend with many online retailers and other Internet-based businesses using print advertising to drive visitors and sales to their websites. Even Google uses direct mail. Online and print work well together when there’s a solid strategy in place.

One of the unfortunate side effects of the digital age has been the exponential increase of spam and junk aimed at businesses and consumers. The low cost barrier to entry has encouraged irrelevant messages to fill in-boxes and clog the Internet with useless information. It turns out there is a cost to free.

The other negative side effect of digital delivery and the Internet has been to give equal footing to the useless and the idiotic. This makes the job of having your messages stand out even more difficult.

Whether you’re writing an email, a web page, or social media posts, it’s a struggle to be seen and heard above the massive onslaught of junk and spam in the digital wasteland of today. Ironically, the new additional marketing mediums of today have made it much harder, not easier to get your message across.

Despite the issues, digital is here to stay. But print is not going away either. There are strengths for both mediums. Smart businesses and marketers know that for any campaign to work as well as it can, there must be a combination of print and digital.

Using print and digital together is a lot like having a peanut butter and jelly sandwich. Sure, you can have one without the other, but it tastes a lot better when you combine the two.