August 26, 2011 by Charlie Walker
Posted in: communication, In this week's e-newsletter - Sales & Marketing, Latest News & Views - Sales & Marketing, New Research, online marketing
Imagine being able to target online marketing messages to prospects at the zip code level.
That’s the latest wrinkle Facebook is trying to create — a method of reaching people with ads and sponsored stories with much more specific targeted functionality.
Zip code data can be added to existing tracking information to further define the picture.
There’s only one catch, so far: Actually acquiring users’ zip codes.
The only way to make it work, Facebook says, is to convince users to disclose more detailed information about where they are.
But Facebook has anticipated that. Earlier this year, the social media network began running sidebar promos asking users for the city they live in.
A potential fly in the ointment: Researchers that analyzes the performance of Facebook ads say the social media Goliath might be jumping the gun.
Data collected by ad testing system optim.al showed Facebook’s audience figures didn’t always align with census data.
This is one worth keeping an eye on. Stay tuned.