Facebook’s new vertical by vertical approach to building marketing solutions

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Facebook’s latest Collections posts with “Want” and “Collect” buttons for users to add products to wishlists on their Timelines are a promising new opportunity for retailers. It reflects the social network’s new approach to building marketing products that serve specific verticals.

At the IAB Mixx Conference in New York last week, Facebook Vice President of Global Marketing Solutions Carolyn Everson spoke about how the company has reorganized its teams to focus on different business categories.

“From a solutions perspective, the most important thing to do is understand what a marketer wants to achieve and tailor solutions and find out what they need to do that,” she said.



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