“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,” reports Brafton. “Boland writes that today's digital marketing landscape has grown complex, and without the ability to understand cross-channel efforts [channel being one of the different media opportunities in the real and virtual worlds], marketers adopt siloed strategies for each campaign. This practice leads to inconsistent analytics reports [reports about who is watching what, where, and for how long] 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.” Read more.
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