In the movie The Godfather, Michael Corleone shares the following line with his brother when planning to avenge their father’s assassination attempt, “It’s not personal, Sonny. It’s strictly business.” In stark contrast, the business world of marketing and advertising is becoming very personal. As noted in a February 2016 CMO Council whitepaper, personalization has become a universal mandate for many marketers; and engaging consumers in a true, real-time, one-to-one manner is the ultimate goal of long-term marketing efforts.
Facebook does not publish performance benchmarks. So what’s a social media activation specialist to do when Facebook gives you lemons? Make like Beyoncé and Lemonade.