Facebook is a social platform but the strategy is “mobile first”. Mobile is Facebook’s fastest growing sector and it may just be the company’s salvo. Facebook’s advertising service with paid ads and sponsored stories has been struggling to find solutions, as brands demand transparency in how their ad dollars are converted to reach and EdgeRank weight.
Users, meanwhile, are increasingly adept at tuning out marketing ploys and annoying memes or political diatribes. In fact, the clutter is becoming disruptive. Teens are leaving Facebook in favor of Twitter, an accelerated open-forum that closely parallels the text-message experience.
So, why is mobile so alluring? Facebook has released a faster version of the app, tapping into the digital era’s need for speed. Lashing the platform to mobile phones also gives the data dragon access to more information, including – importantly – location.
The chance that people will pay attention to a promoted Target or Best Buy story is significantly higher if they are say, standing next to one of these retailers.
Let’s face facts: disruptive advertising, for the most part, does not work. Good marketing provides people with information or entertainment at just the right time. Whether it’s striking a chord with your demographic at a perfectly timed emotional level (ex: P&G’s “Moms” spots for the London Olympics) or entertaining with smart pop culture references… the goal is making a connection when your prospective customer is receptive.
Meredith Singer is COO & Co-Creative of Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world.