Tag: facebook mobile marketing

Social media marketing over mobile must be very personal, Facebook

The head of mobile advertising has shared that these ads must be exceptionally relevant to consumers.

Jane Schachtel, the Facebook head of mobile and technology and global vertical marketing has explained that when it comes to social media marketing over smartphones and tablets, advertisers have to take that extra step to make sure that consumers are being treated as individuals and not as an overall general group.

The explanation was that mobile devices themselves are highly personal, so ads have to be, too.

She explained that as smartphones and tablets are very personal devices, social media marketing conducted over that channel must also be carefully personalized for the individual recipients. Though this does appear to be quite the significant effort, the reward for marketers that take this step is equally large. According to Schachtel, only about 2 percent ($16 billion) of the total glabl advertising spend is going to be put aside for mobile in 2015.

This means that mobile social media marketing has a considerable amount of room for growth.

social media marketing - personalShe explained to the Mobile First conference audience that “This presents a huge opportunity.” She pointed out that the relationships that people have with their mobile devices has become much more complex and profound. Schachtel expressed that “People used to go to the mobile web to find one specific thing,” and added that “Then came the feed. … Now people discover, they share.”

When device users do this, they provide a considerable amount of information on websites – including Facebook – that can be utilized by mobile marketing companies in order to learn more about the individual what they want, what they like, and what they do not like.

That said, she also stated that “no one company has all the data.” Even Facebook doesn’t have all of the information that would be required to know everything about each individual consumer. Instead, there remain “ a lot of companies with a lot of data.” Therein lies the true challenge of mobile social media marketing. These various kinds of information must be carefully combined in order to be able to fully target and personalize the ads that consumers are receiving on their mobile devices.

Facebook takes a step toward mobile commerce

Facebook introduces new feature that may promote social commerce among its users

Facebook has been working to successfully monetize itself in recent years, and a focus solely on marketing is not doing the trick. While Facebook has become a very prominent and attractive platforms for advertisers, mobile commerce could soon become a very powerful revenue stream. In order to engage its massive mobile audience, Facebook has begun testing a new “Buy” service in order to promote social commerce.

Social commerce continues to grow in prominence as mobile consumers become a dominant demographic

Social commerce has become a very popular aspect of mobile shopping. Social media platforms, like Facebook, are beginning to make shopping online a primarily social experience. Shoppers can easily share the products that they find online with their contacts on various media platforms. This sharing increases product exposure, and social commerce has begun a viable way to passively market products by having consumers share their finds in an easy manner.

Mobile commerce could represent a significant revenue stream for Facebook

Mobile Commerce - FacebookFacebook is expected to account for 7.8% of digital ad spending this year. While Facebook is a prominent advertising platform, it believes that mobile commerce will have a more profound impact on its revenue stream in the coming years. The Buy service that the company is testing is the first step in establishing a more prominent presence in the mobile commerce space. As one of the world’s largest social media platforms, Facebook may be able to make social commerce a more mainstream concept.

Buy service will be available to a limited number of users until it proves it can be successful

The Buy service will allow Facebook users to quickly purchase products that they find through the social media platform. A Buy button will appear at the bottom of sponsored advertisements, and this button can be clicked to initiate a purchase. The new service may be particularly popular among mobile users because of its convenient design. The button will only show up for a limited number of Facebook users, but if it is successful, the social media company plans to expand its availability in the coming months.