Today we live in a world of high connectivity and mobility where staying connected is part and parcel of our daily lives. With more than one billion smartphone users around the world, social, mobile and content marketing have revolutionised the way that brands attract, engage with and convert fans into customers. This trend continues to grow. According to GfK findings, smartphone sales in Southeast Asia reached a new high at over 42.2 million units, worth over US$11 billion. Undeniably, the future is mobile.
People carry their phones with them all the time and use them to connect with the people they care about. Brands that understand this platform and commit to building engaging mobile experience across all devices are brands that will stand to win the customer in the long run.
Making that connection
At Facebook, we believe every mobile device is better if it is deeply social. Social networking has changed the way people relate to one another and given brands the opportunity to harness one of the most powerful forms of marketing - word of mouth. Mobile offers a great opportunity for brands to stay in front of their customers, and stay engaged with them.
While some brands may be apprehensive about mobile, it's important that brands see this as a great new creative platform. Mobile is a natural way to extend the consumer connection. Brands such as Redbull, Starbucks and Samsung Mobile continue to leverage social as key pillar of activations to create impact, drive engagement and build brand value. In fact, Samsung Mobile USA made Facebook the hub for its digital efforts for launch of Galaxy SIII, investing 30 percent of all its digital to reach 105 million unique users within three weeks. It targeted fans, their friends and mobile in-market consumers on Facebook using reach and target blocks, video logout, and page post ads in news feed.
The same steps of online, social marketing apply - start with a business objective (not a social metric), structure your plan and approach for success, strike the right balance of art and science by pairing creative needs with the appropriate measurement; leverage scale and refine approach with the help of immediate feedback. There are multiple advertising offerings that complement campaigns on mobile, and open doors of possibilities for brands to tap into a wider audience and expand their customer base more effectively.
At the end of the day, measurement principals of reach - how many people saw my message, who they are and how often; resonance - the ability to measure brand recall, brand awareness and purchase consideration; and reaction - via measuring sales and ROI continue still apply.
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