Tag: mobile marketing

The industry is now wondering if the social networking giant has finally mastered this channel.

Facebook has been the recipient of massive criticisms due to its lack of mobile marketing revenues, which had lead to its exceptionally disappointing initial public offering (IPO) stock nearly a year ago.

At that time, there were hundreds of millions of users accessing the service without ads on smartphones and tablets.

Investors were disappointed that mobile marketing had apparently been ignored by Facebook, when it could have been used to reach these millions upon millions of people, but it was not. What has since been discovered, is that the executives at the social networking giant were perfectly aware of this trend and they were already well on the way to building their strategy.

The Sponsored Stories mobile marketing social ads were only the tip of the iceberg.

That element had only just been introduced at the time of the IPO, but what the investors didn’t know at that time – and what has only recently been revealed – is that Facebook had a great deal more up its sleeves for its mobile marketing programs. It took several months, but it has now been proving itself capable of exposing ads to the smartphone and tablet using masses in compelling and effective ways. This was far beyond what most people at that time could have predicted.

The mobile marketing ads at Facebook were not an instant success, but they did gradually build traction until they were earning $305 million by the fourth quarter. This represented approximately 23 percent of the overall ad sales revenue for the company. It is also one of the main reasons that the social network stock price has nearly doubled the low to which it plummeted shortly after the IPO, hovering near the $30 mark.

One of the main reasons that the ads in the Facebook mobile marketing strategy are considered to be successful is that they aren’t the same as those that are used on the desktop site. On the standard website, the ads run along the right hand side of the page. Instead, the smartphone friendly ads are worked right into the news feed and have both a look and a feel that are comparable to the posts that are made by their friends and the other brands and pages that they have liked.

Mobile payments are becoming more important for consumers

Mobile payments are becoming a very important part of global commerce. More consumers have smartphones now than ever before, and many of these consumers are looking for more efficient and convenient ways to purchase products. Mobile payments are becoming so important to consumers that new mobile commerce platforms spring up on a seemingly daily basis to help consumers purchase products and transfer money using their mobile devices. Some of these platforms have become so popular that they are beginning to clash with one another for dominance in the mobile commerce arena.

Companies hold high hopes for 2013

LevelUp, which recently celebrating reaching 1 million active users, is one such company. Seth Priesbatsch, founder of the mobile payments platform, believes that 2013 will be the year in which a dominant mobile commerce platform will be crowned. LevelUp is not the only company that shares this belief, of course, as Paydiant, another leading mobile commerce platform, also expects 2013 to be a major year for mobile payments. PayPal boasts of the largest share of active users in terms of mobile payments and expects to see more people participating in mobile commerce this year than ever before.

Loyalty programs and marketing may be where true opportunities lie

Though these companies share high hopes for mobile commerce, mobile payments may not actually be the most significant opportunity that exists in the evolving state of commerce. Loyalty and marketing are where the true opportunities lie, according to Paydient. Loyalty programs from major brands offer consumers access to benefits they can receive by, quite literally, showing loyalty to a specific brand. In some cases, these benefits could be steep discounts on favored products, or free products altogether.

Platform that can provide the best of everything mobile commerce has to offer may win with consumers

Though loyalty programs and marketing hold a great deal of promise, most companies are focused on the area of mobile payments. Developing efficient and effective mobile payment services may open up the door for loyalty programs and marketing campaigns to take hold among consumers. The evolving state of commerce suggests that the company that can offer the best of everything will come out on top in terms of consumer engagement.