Tag: social media advertising

Social media marketing over mobile must be very personal, Facebook

| November 18, 2014

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.

Social media marketing practices may be increasing identity theft risks

| November 4, 2014

This type of advertising and promoting is growing in popularity, but it does come with drawbacks.

Businesses have been working hard to get the very most out of social media marketing in the hopes of being able to connect with customers and prospective clients without having to spend a large part of their overall advertising budget.

However, while this channel has opened up a world of opportunities, it is also coming with risks.

Among the risks that are now being associated with the use of social media marketing are data breaches and identity theft. For this reason, it is very important that businesses of all sizes pay attention to the way in which they are using the various networks such as Facebook, Twitter, Google+, LinkedIn, and others, and recognize what they could be inadvertently sharing if the wrong person were to make his or her way in.

Many of the largest social media marketing sites have already experienced events involving data breaches.

social media marketing -identity theft riskAmong the online and mobile security risks that are being associated with the use of social media for advertising and promoting purposes is the dreaded data breach. However, intellectual property theft is also becoming problematic and many companies overlook this particular threat. It is a good idea for businesses who are using this channel within their marketing strategy to identify the types of risks that they face so that proper preparations can be made.

In a recent story published by Merchants Information Solutions vice president, Mark Pribish, there were five risks that were underscored as being the most important to businesses using social media. These could be deliberate or entirely unintentional and included: making misleading or false claims, infringing on copyrights or trademarks, using intellectual property without permission, posting confidential information or trade secrets, or sharing customer or employee information in a way that could provide a cyber criminal the data they need for a data breach.

While most would agree that the threat of online and mobile security events is not enough to justify stopping the use of social media marketing, the consensus is that proper preparations can make all the difference in keeping data secure and avoiding legal struggles.