Category: Social Media Marketing

Mobile commerce trends show increasing reliance on social media

Still, shoppers in the millennial generation have yet to be sold on the concept and aren’t yet buying into it.

Social media has been playing an ever growing role in mobile commerce trends when it comes to its impact on consumers as a whole, but when looking at specific demographics, it becomes rapidly clear that millennials aren’t yet all that impressed with what smartphone based shopping has to offer through social platforms.

When it comes to the drivers behind the growth of m-commerce, social media has been highly important.

Brands have been sending a considerable portion of their marketing budgets toward branded content, native advertising and overhauling their mobile apps to improve the experience of shoppers who are continually on the go. That said, there is a considerable difference in the impact of these mobile commerce trends on millennials than there is on shoppers from other age groups. This appears to suggest that the way that millennials want to interact with a brand and the way brands expect them to want to interact with them has not entirely aligned.

Millennial mobile commerce trends show that brands and individuals appear to have different expectations.

Faceook Continues to Push into Mobile Commerce trendsThe disconnect appears to lie in the place that millennials actually engage with m-commerce. According to recent data from BI Intelligence, consumers in that age group will use those platforms for researching products and services. This appears to be a strong preference over making a purchase through a mobile app.

The BI Intelligence GlobalWebIndex study has indicated that shoppers in the millennial generation will use Twitter, Facebook and other social media outlets for looking into products before making a purchase. However, they do not actually make those purchases over mobile commerce channels.

The mobile commerce trends revealed by the study include the estimate that 40 percent of global consumers between the ages of 16 and 24 years old are looking into products via social media. That said, 30 percent of the general population are doing so. Social media is not behaving as a direct product purchasing referral but is instead providing a means through which consumers can educate themselves. Brands that want to encourage purchasing may not find that millennial shoppers are buying through the same platforms they use for their product research, but they will still need to maintain a solid presence over those channels if they want to appeal to those consumers, with Facebook providing the most important influence over shopper decision making.

Interest based mobile ads will be delivered by Facebook to non-users

The social media giant is broadening its Audience Network outside the reach of its platform.

Facebook has announced that it is expanding its Audience Network to make it possible to deliver interest based mobile ads to smartphone and tablet users who either aren’t members of its social media platform and to those who simply aren’t signed in.

The goal is to be able to further solidify Facebook’s position as the second biggest mobile advertising network.

According to the social network, it will be able to obtain enough usable data about non-Facebook users or users who aren’t logged in, through its own technology, to make it possible to generate relevant interest based mobile ads to serve to those individuals. Those mobile ads will be displayed to smartphone and tablet users via various apps and partner sites.

This is accomplished through the Facebook Audience Network (FAN), which was initially created in 2014 and makes it possible for mobile marketers to place targeted ads in Facebook’s signature style onto various mobile friendly partner sites and apps.

These interest based mobile ads will help to keep Facebook just behind Google in smartphone advertising.

Interest Based Mobile Ads - FacebookAccording to Facebook, among all the impressions received on FAN, 80 percent of them are native. Within the mobile app ecosystem, Facebook has said that 6 percent of all time users have spent on mobile applications is on apps that are partners in the FAN. Back at the start of this year, the social network announced that Q4 2015 had a $1 billion annual revenue run rate. Comparatively, that same figure for Google Network was $4.14. Though Facebook still has less than a quarter of the Google mobile ad revenue, it is still the next closest to that top spot.

Among FAN’s strong points is that it is able to glean granular data from Facebook users, of which there are 1.6 million actively using the platform around the world. That said, it can now step beyond that specific group of people and may be able to strategically obtain data of the right quality in order to ensure that the targeting accuracy will remain high.

Recently, Andrew Bosworth, the Facebook vice president of ads and business platform explained the importance of interest based mobile ads. He said that “One of the things we’ve heard from people is that many of the ads they see are annoying, distracting or misleading. We think companies can do better, and that’s why we’ve been focused on improving ads both on and off Facebook.”