Although the industry puts a big effort on making the most of the moments that matter, ultimately marketers need to communicate with their customers in the way that their customers think of them. This means a constant two-way relationship between brand and consumer — not just sending messages (although cross-channel messaging is increasingly important), but staying top of mind in all channels, both active and passive. That’s why MessageGears has introduced support for Facebook Custom Audiences and Google Customer Match as destinations within its Segment product.
Social media can seem like an ever-present part of our culture today, going far beyond our personal lives to become a vital part of the marketing strategy for most companies. Because of their large amounts of data on the individuals that use the platforms, social channels can provide an enticing way to reach the types of people who will buy your product, and enterprise companies devote significant resources to doing so. Some businesses even surrender their own websites in favor of using Facebook as their primary channel for providing information and interaction to their customers.
In today’s environment, there’s probably little risk or danger in doing this. LinkedIn, Twitter, and Facebook (and Instagram, by extension) are all publicly traded companies with massive users bases, and they’re entrenched as advertising platforms with access to troves of data voluntarily surrendered by the people you want to market to. It makes sense to be directing at least some percentage of your marketing efforts toward social media.