Marketing teams can now more effectively evaluate the return on investment of their social media advertising campaigns, thanks to the launch of a new Meta integration tool from Marketing Delivery.
By integrating with the retailer’s lead management and dealer management systems, Marketing Delivery’s VoiceBox marketing software can now report on the proportion of enquiries and orders that can be attributed to a retailer’s paid content on Facebook and Instagram, and which specific social campaigns drove the most engagement and, ultimately, conversions.
The Meta application programming interface (API) enables Marketing Delivery to track the success of social media advertisements without the retailer having to carry out labour-intensive manual attribution.
Charlotte Murray, commercial director at Marketing Delivery, said: “Tracking the success of social media adverts has traditionally been laborious and often intangible when compared to other digital media channels, and that makes it hard to justify future spend. Now we can provide more clarity, allowing retailers and their marketing departments to plan more effectively and also determine the types of campaigns that deliver the best outcomes.”
Marketing Delivery offers a host of social media advertising options for retailers. VoiceBox Social uses tracking pixels to link the retailer’s website to social media platforms, including Facebook, Instagram and LinkedIn. Once the customer has visited the retailer’s website, they can be targeted on these sites with a highly relevant advertisement. To further enhance this, their dynamic inventory ad solution ‘SocialStock’ links to the retailer’s website stock to promote those vehicles that are available, which can also be segmented based on business objectives, such as new into stock or overage.
