Clickz.com columnist Dave Hendricks has revealed that email marketing professionals are able to teach Facebook a thing or two when it comes to monetising an audience.
That's because email ads seem to be more effective than their Facebook counterparts, partly thanks to the fact that Facebook and advertising simply don't seem to make for a natural partnership - especially when it comes to mobile advertising. Hendricks believes that the latter simply isn't an effective solution, rr.com reports.
"The lag in mobile advertising growth is by no means just Facebook's problem," Hendricks did admit. "As more and more consumers adopt mobile platforms and move even more of their content consumption to devices that have four-inch screens, the ratio of display-mobile impressions is going to tilt more toward mobile every year.
"Unfortunately for advertisers and publishers alike, the cookie-deprived mobile environment just isn't the same as the desktop," he added, before suggesting that this is where email can jump to the rescue.
Its immediate nature means ads can be released and viewed instantaneously, in some cases. Emails highlighting a shoe sale or a new gadget can reach the most relevant audience very quickly; targeting that Facebook could do worse than to imitate.
The network gathers a whole host of information on its users, so why not use it to monetise its audience effectively, Hendricks asked. Email ads are proven to work, he concluded, with click-through rates exceeding 0.3 per cent - something Facebook probably wouldn't scoff at.