Much of the content at the Discover Growth event focused on how Facebook advertising is a necessity for marketers whether or not it connects to a fully integrated campaign.
Marketers need to bet on new channels like Facebook Live before there’s necessarily data or ROI to justify the investment, said Deanna Bershad, VP of media and user acquisition at CPG startup The Honest Co.
“If you don’t take advantage of the technology immediately you lose the opportunity,” she said. “The big brands come in, drive up prices and we can’t convert at our CPA (cost per acquisition).”
The Honest Co. is using a lot of Facebook data to personalize in real time, Bershad said. “Why would I use all this data to understand you and then show you and everyone else the same ad?”
Unfortunately, that reliance comes with some loss of control and ownership over the customer relationship.
During a Q&A session, a marketing executive from The New York Times with a “complicated platform relationship” asked Lucinda Newcomb, Sephora’s VP of digital product, how the retailer prioritizes direct consumer relationships or shared user relationships, like shoppers asking questions and setting appointments via Facebook Messenger instead of through a store associate.
“It’s no longer the case that someone needs to be in your aisle to buy your product or in an environment where your messaging will be controlled,” Newcomb said. “You need to give up on that sense of control.”