In my last blog post we discussed How Social Commerce will lead to Advocacy Based Marketing (ABM) because of things like Facebook Connect. And if we start to move to Advocacy Based Marketing (ABM) then perhaps a new measurement – the Cost per Advocate model will need to be born.
Cost per Acquisition (the old CPA) has been around since the dawn of the internet. Those unwilling marketers like me who were not willing to pay the Internet bubble prices for CPM (cost per thousand) impression based model demanded a more accountable model from our media partners and CPA (cost per acquisition) was born.
Now with the new era of Social Commerce about to dawn then perhaps advertisers will want to BUY targeted ads based on social profile of an individual. The stronger the profile of an individual the higher the price it will be to reach them. Like keywords – perhaps there is a bidding process for these individuals that rank highly on influence for a particular topic.
With something like Facebook Ads you can already target your message based on real data, real tastes, stated likes and desires so perhaps the next iteration of Facebook ads will have a way to segment based on influence – if you have 5, 50, 500 or the max 5000 friends – why should all of those profiles cost the same? All Facebook needs to do is add a feature that targets 500 friends or more and charges you a premium price!
One thing is for sure – we have a long way to go when it comes to social media marketing and this is just another frontier that we have yet to discover.
The photo in this post is from my sponsor Shutterstock – to learn more go to http://www.shutterstock.com
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About Paul Dunay
Paul Dunay is an award-winning marketer with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.
Paul is Global Managing Director of Services and Social Marketing for Avaya, a global leader in enterprise communications, and author of Facebook Marketing for Dummies (Wiley 2009). His unique approach to integrated marketing has led to recognition as a BtoB Magazine Top 25 B2B Marketer of the Year for 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a five-time finalist in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA) and a 2005 gold award winner.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. His articles and research have appeared in Business Week, BtoB Magazine, Information Week, MarketingProfs and Marketing Sherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Gain insights into Paul’s approach to integrated and social media marketing at: http://www.buzzmarketingfortechnology.com.
In my last blog post we discussed How Social Commerce will lead to Advocacy Based Marketing (ABM) because of things like Facebook Connect. And if we start to move to Advocacy Based Marketing (ABM) then perhaps a new measurement – the Cost per Advocate model will need to be born.
