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Learnings from the insiders: 6 pillars of Performance Marketing on Facebook


One thing’s for sure these days: marketers have to be super updated with all the infos coming from the Internet Giants.

Luckily for you 🙂 iCEE.fest 2017 has been the place to be this summer, where Facebook and Google shared their latest strategies.

There were some intensive sessions and if somehow you missed them, iCEE.academy is now your answer, because all the video content is available online (read below how you can watch these member’s only presentations).

How to achieve your Performance Marketing objectives

First Karolina Janus (photo)/ Client Solutions Manager CEE and then Igor Skokan/ Measurement Lead, both from Facebook, gave the audience some powerful insights about today’s marketing strategies.

Here are the 6 pillars of Performance Marketing on Facebook:

  1. Objective

“Make meaningful connections at every stage of the consumer journey”

  1. Targeting

“Facebook can help you reach people like no one else. Real people. Not proxies”

  1. Placement

“Mobile News Feed is a uniquely personalised magazine tailored to your individual need”

  1. Ad

“We offer a shoppable ad: Canvas extends your in-feed story with a fast-loading fullscren experience”

  1. Bidding

“Maximise bidding strategies and customer experience to make your advert more competitive in Facebook’s advert auction”

  1. Measure

To talk about this topic, Igor Skokan told us that “poor measurement misleads marketers“:

  • Cookies alone distort results
  • Metrics like clicks aren’t a good proxy for results
  • Models like last-click attribution can inacurrately value your touch pints

“People now expect communication that is expressive, immersive and inspirational”

Mobile devices changes how we connect and the way we interact with the world” said Karolina and she brought the numbers to support this idea:

“Mobile is not just a technology. It is a consumer behavior” Karolina Janus

But mobile devices are also changing how we do shopping. And, for clients, mobile is an endless aisle at their personalised department store:

  • 30% of mobile shoppers consider video the best media for discovering new products
  • the path to purchase is more and more complex (omni-channel and non-linear)

This presentation also gave some measurement solutions for the Romanian market. Learn how you can grow your business and drive results that matter by watching this session in iCEE.academy.


How can I watch this member’s only presentation?

iCEE.academy offers free access to the presentations from the festival’s archive between 2013-2016 (264 videos) while the 2017 presentations and workshops (137 videos) are unrestricted only to those who have a valid ticket for this year’s iCEE.fest or for the 2018 edition.

The free old presentations can be accessed here while for viewing the latest videos, authentication can be done here with the username and password used for the iCEE.fest app.

You don’t have a ticket for iCEE.fest 2017? No stress! You can book one for iCEE.fest 2018 here and get also full access to the iCEE.academy platform and our new iCEE.fest App.

Still not clear? Check our FAQ section here.

Daniel Marton


Daniel Marton

After 3 years as a radio reporter (back in 2003), Daniel has experienced some other options that media can offer: 2 years as a special reporter (print), 2 years as a news commentator (tv), 2 years as an editor-in-chief (online) plus another 5 years as an online manager (digital). Since 2016, he is a freelance journalist, delivering documented articles and creative ideas for any kind of media. Ever since then, Daniel joined the iCEE.fest family, as a contributing editor for iCEE.news.

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