Social Media Week

Facebook Embraces Direct Response

Headshot of Yory Wurmser
By Yory Wurmser

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Facebook dominates the Web, but it’s never really cracked the direct response puzzle. That looks like it will change in 2013 with an avalanche of new measurement and targeting tools.

As a marketing platform, Facebook has traditionally thrived at top-of-the-funnel advertising. Unlike search, which hits people just as they express an interest in buying a certain product or service, social media marketing at its best builds relationships, and there’s compelling evidence for its value.

The heavy lifting for this type of advertising, however, happens on the advertisers’ own media—their brand pages.

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Headshot of Yory Wurmser

Yory Wurmser

Yblog identifies emerging trends in the fast-changing landscape of media and marketing and finds fun and often surprising connections—with real-time implications for direct marketers.

Yory Wurmser currently writes and consults on marketing and media trends for clients interested in innovating through new media and the data it produces. This is an extension of what he did for six years at the Direct Marketing Association, ultimately as the head of the Research Department. As director of marketing and media insights, he revamped DMA's publications to focus more on digital media and developed partnerships with leading research companies, including Econsultancy, Ipsos and Winterberry Group. He also developed internal strategic research and recommendations to help DMA adapt to the new marketing world. Prior to DMA, Wurmser ran a boutique management consulting and coaching firm and, in an earlier lifetime, earned a Ph.D. in political science from Columbia University. He lives near New York City with his wife and three daughters.

Reach him at Ywurmser@gmail.com.

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