In the world
today social media seems to slowly be growing more and more each day. With new
ways to stay connected around the world developing into these platform sites
people never would have even thought was possible almost 20 years ago.
According to Priit Kallas in an article posted in November of 2017 he stated
that the top social media platforms currently were: Facebook, Youtube,
Instagram, and Twitter. With each site having a wide spread of users from
different demographic backgrounds, these sites can be a way for companies to be
able to advertise towards their specific target audience. Have you ever logged onto facebook and as you
are scrolling down your timeline mindlessly looking at posts made by your
friends an advertisement pops up on the side of your screen for an item that
you had been looking at earlier that week? This process is called retargeting.
Retargeting is a
strategy many companies use to try and get shoppers back to their sites and
continue the purchase of an item they maybe forgot about.
How does it
work?
With Facebook
there is a small tool that you add to your website and it allows you to follow
specific actions of users across your site, this tool is called Facebook Pixel.
Although Facebook Pixel has a wide variety of options for the purpose of
retargeting, there is no need for a heavy tracking of users. Instead it is a
pretty basic action. A main area of focus is on shopping cart abandonment. For
this looking at the add to cart page visits, add to cart button clicks, and
purchase/thank you page visits.
Now what do
companies do after all that work? They use custom advertisement to manage the
audience and create personalized ads that come back to you as you are scrolling
down your home page. While Facebook Pixel is just one specific example for
retargeting there are definitely more sources and platforms out there.
It is crazy the
ways companies are able to directly advertise to you, specifically, based on
your social media platforms.
Facebook’s
slogan might be: “Facebook is a social utility that connects you
with the people around you” but I am thinking it is a little
more than just that.
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