PM Digital bloggers weigh-in on Facebook’s Open Graph.
Marketing Opportunities vs. Privacy
Suzy Sandberg: When I first heard the details of Open Graph, I immediately went into Facebook to turn the feature off. Facebook went with a pre-checked box to enable the Open Graph feature which requires unchecking to opt out. We’ve seen this before — a Facebook platform change with privacy implications where the user must seek out and select new privacy settings in the application to undo a new feature.
Open Graph is getting buzz for two reasons: one is its ability to socialize the internet in a new, unique way. The other is the emergence of new privacy concerns, of which Facebook has already had its share of in the past. Are the benefits of Open Graph really worth the positive buzz? And/or how much of the privacy concerns are just noise?
Finally, amid the fierce competition in direct marketing, those who create and tell the stories — the imaginative creative voices — are gaining back their seat at the solution table. And, they should. Media, marketing, technology. None of it will spark interest if consumers are not first engaged, then captivated. It’s the work of the designers, the writers, the artists, that capture that moment.
Marketers love control. We crave it. We want to own the discussion. Setting the parameters of the interactions that our brands have with our consumers is our professional mission.
which facilitates the remarketing. When a visitor comes to the website and leaves without taking the desired action (buying, inquiring, etc), the person will be subsequently shown display (or text) ads in an effort to lure the person back to the site. These ads will follow the person around the internet provided that the sites they visit are within Google’s network. The size of Google’s network is on par with that of the other big ad networks, so from an audience perspective, the reach is competitive.
