Facebook is linking traditional online advertising to its own platform in a move that will make marketing more centralised.

Advertisers using the social network’s Power Editor to create campaigns can now use the 'Custom Audience' tool to reach existing customers by uploading a database of emails and phone numbers.

Finding fans

The most important aspect Custom Audience is that most users will be repeat customers who haven’t yet ‘liked’ the brand on Facebook.

Fans who appreciate the content a brand puts on its Facebook page are more likely to share it, and Custom Audience will promote this concept to existing customers who are new to the social network.

Low cost boost

Having a successful online product is primarily a result of user engagement, especially when sharing and word-of-mouth can bring a large amount of new fans for little cost.

While Custom Audience won’t make mailing lists obsolete, it will direct traffic through Facebook then to to a website, or even a location.

For businesses using mailing lists and managing a Facebook page, there is likely to be some overlap, however campaigns will differ.

Complementing campaigns

Mailing lists can remain as an update or a summary for the week or month, while the nature of Facebook advertising means a brand will generate more clicks with special offers.

In essence, this additional targeting will allow brands, for a low cost-per-fan, to reward loyalty and bring back lost customers, while benefiting from social sharing.

The Custom Audience tool is available now in Power Editor, which can be installed via Facebook here.

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