Whether you like it or not, everyone is on Facebook – or at least 1.59 billion people around the world use Facebook every day. Of that number, 1.4 billion people are mobile users.
So, the question is, do you advertise your retail business on Facebook? What are you doing to lure tech-savvy local shoppers away from their computers or cell phones to come shop in your store?
If you have doubts about whether or not marketing your business on Facebook is worth the effort, Facebook wants to change your mind by helping you attract live humans into your physical location.
So how is Facebook helping retailers bring more foot traffic into their stores?
The social media giant is calling it “dynamic ads for retail.” These are ads that are targeting mobile Facebook users, but it’s only a matter of time before desktop users will see these ads too.
The ads are customized to appear in a user’s news feed based on that user’s physical location. Ads can be linked to a store’s product catalog and can even disappear from the news feed if the product is no longer available at the store location.
According to digital marketing consultant Rebecca Lieb, this new capability solves “the disconnect between online marketing and in-store traffic.” Serena Potter, Macy’s group vice president of digital media strategy says the ads “deliver a more engaging, relevant and useful experience to shoppers,” and eMarketer analyst Yory Wurmser says Facebook’s strategy makes sense and that the ads will be “particularly attractive to larger retailers with integrated retail management systems that can manage inventory information in real-time.”
Dynamic Facebook ads should appeal to any retailer. Clearly, for the strategy to work, investing in an inventory management system is key.