Category : Auction Marketing

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Why Facebook’s Big Step Back Helps (Some of) Us Auction Marketers

Mark Zuckerberg took days to respond to the uproar online and on TV news networks so that he could follow the advice of J Daniel Atlas, the protagonist of Now You See Me, a flick that featured illusionists plying their craft to perform Robin Hood-type heists: “First rule of magic: always be the smartest person in the room.” Zuckerberg offered an olive branch to the media, the government, and Facebook users. Along with that he secured Facebook’s place as the most advanced, intuitive platform for advertising for the foreseeable future. Even Terry Benedict’s casinos aren’t sophisticated enough to have seen this brilliant move coming. But now your company is. You’re welcome.

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199: What the Mueller Indictments Can Teach Us Auction Marketers

The auctioneers who look to use Cold War-era mindsets with post-9/11 media will be left in the shock known by so many Americans 15 months ago. They, too, will wonder how they were undone, how they weren’t understood, how they couldn’t outsell the competition. On the flip side, the first ones to see what the actual game is will be the only ones who can win it.

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197: Will Facebook’s Big Algorithm Change Hurt Your Auction Business?

Zuckerberg’s agenda is just a continuation of a trend. Organic reach has been gradually dropping for years. For most business pages, unpaid reach has dropped below 50%—and in many cases below 25%—of the people who at one point liked those page. Facebook has been testing zero organic reach in six foreign countries. It’s reasonable to assume that we’re months—not years—from zero or near-zero organic reach here in the States.

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196: How Much Should You Spend on Facebook Per Auction?

Facebook rookies seem to believe that there’s a set, static amount—or some price grid—that Facebook charges for results; and they seem to think I know where to find that grid. It makes sense: other media are sold that way. Sadly, though, neither of those assumptions are correct. That said, we can learn to make educated guesses. I’ll tell you what I recommend per campaign, but first I want to show you how I arrive at that suggestion.

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195: Auctioneers Are Braver Than I Am

More to the point: all of my clients work on speculation. They take projects not knowing how big their paycheck will be or, in some cases, whether there will even be a paycheck on the other end of the deal. That takes some serious guts, a risk-taking ability I don’t have.

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194: What Would You Do With a Marketing Do Over?

No matter who designs your print media, hold them to these standards. First, though, hold your brand to these standards. I know it’s hard. Entropy and familiarity fight us. Our ambition to sell and our exuberance about the auction makes restraint difficult. The more we remember that each piece is just a tease to the next step, though, the easier it becomes to trust less content to do more work. When our media consistently follows these cultural expectations, sellers and buyers will feel more at ease in the auction marketing process and with you managing it for them.

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