Brands developing Facebook marketing campaigns will benefit from the social media network’s most recent acquisition: the Atlas Advertiser Suite. In a recent Facebook blog post, Brian Boland outlined the deal with Microsoft to purchase Atlas and how it benefits both marketers and users.
Boland writes that today’s digital marketing landscape has grown complex, and without the ability to understand cross-channel efforts, marketers adopt siloed strategies for each campaign. This practice leads to inconsistent analytics reports and preventing brands from improving their campaigns for long-term results. With Atlas, marketers will get a clearer view of their campaign performance, which will allow them to get the right messages in front of their target markets. In turn, companies need to ensure they have content marketing resources in place to act on the analytics and craft the right messages for unique audiences.
To improve Atlas’ capabilities, Facebook plans to scale the ad suite’s back-end measurement systems and enhance its current ad tools for desktop and mobile. Boland also writes that Facebook will improve Atlas’ interface to make the service more effective, intuitive and powerful.
Brafton recently reported on AdAge data that showed 46.7 percent of businesses say that Facebook generates ROI comparable to Google and Yahoo!, indicating that social media marketing can go head-to-head with search marketing and amplify content marketing when done right. With Facebook’s new acquisition, audience targeting through the site will become even easier, and brands can understand their real ROI.