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How Facebook's Creative Shop aims to boost marketing ROI

Matt Kapko | March 26, 2015
Facebook has no problem selling ads and encouraging marketers to launch campaigns on its platform, as consistently demonstrated by its financial results. However, the quality of campaigns varies widely. Facebook says it wants to help marketers and brands be more creative and increase the impact of their work by collaborating with a growing team of specialists who work at a special division within the company that's dedicated to this purpose, called Facebook Creative Shop.

"The noble goal is to have the most relevant, useful, beautiful, effective piece of communication from a brand, to that person, at that time anywhere in the world," he says. "That's the goal because then advertising ... goes from being a tax, a burden, a cost of engaging on platforms, and it becomes valuable."

Marketers need to realize that the right to disrupt has become an opportunity to connect, D'Arcy says.

"We should never approach these things as the right to be in someone's News Feed because we're rich and powerful," Darcy says. "We have the opportunity to connect and we need to respect that person's time."

 

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