Facebook launches PMD Center to help marketers find vendors and software
Facebook today launched the Preferred Marketing Developer Center to serve as a more robust directory of companies, tools and apps for social marketing and advertising.
PMD Center attempts to solve pain points for both developers and marketers. With so many companies offering tools and services for Facebook advertising, analytics, competitive analysis, monitoring, promotions, publishing and more, it is difficult for brands and agencies to sift through and find what’s right for them. A lot of time is spent seeking information and listening to pitches. For PMDs, it can be tough to get the right contacts and leads.
PMD Center introduces expanded company profile pages including case studies, white papers and other links. There’s also an integrated contact form for marketers to reach out to individual PMDs or submit an RFP to multiple vendors. The previous directory did not have these capabilities and was less intuitive to navigate.
The PMD program, launched in April, certifies developers with badges in up to four areas: ads, apps, pages and insights. There’s also a Strategic Preferred Marketing Developer classification, which gives 12 companies access to alpha and beta products, as well as more support from Facebook’s business, product and engineering teams. PMD Center allows marketers to search or browse companies by these categories, as well as more specific services or specialties.
Companies that are not officially qualified as PMDs but build on the Facebook Ads API or sell inventory through the Facebook Exchange are now included in the new directory, giving these companies more opportunities to reach potential clients.
Another significant change is that developers can update their own pages through a self-serve dashboard. This means PMDs can keep their profiles up to date and upload new white papers and case studies as they want, rather than having to request that Facebook make changes to its directory.
As we wrote about last month, PMD Center is one of a number of efforts Facebook is looking to make to help developers and marketers in the coming year. Facebook recently hired a sales liaison to help the internal sales team understand the capabilities of each PMD so representatives can connect brands and agencies with the right vendors. The company also hired a PMD marketing communications manager and has other open positions for a PMD business development manager and a few partner managers.
PMD Center follows in the footsteps of App Center, the improved apps and games directory launched in June. These centers feature more visuals and rotating content to draw users in and help them discover things of interest, even if they’re just browsing. For users who do know what they want, Facebook offers more options for searching and filtering results.
A difference with PMD Center and App Center, however, is that Facebook contracted out the development of PMD Center. UK social media agency Gamaroff Digital built the new directory, so it got a call out in Facebook’s latest developer blog post and appears as a “PMD highlight” on the homepage. This might not sit well with other PMDs.