“Facebook is no longer positioning itself as just a social media solution. Carolyn Everson, Facebook’s vice president of global marketing solutions, spoke with eMarketer’s Rimma Kats about the key role social advertising and real-time marketing play for the company’s clients, as well as how mobile is constantly opening up opportunities.” Everson, eMarketer
Trend and Direction towards Mobile
Marketers want to be where consumers are. As consumers are increasing the amount of time spent on cellar phones, there will be budget shifts into that direction. Interestingly, I found some statistics about smartphone usage across British Columbia, Canada.
Smartphone Usage
6S-Marketing survey revealed that 89% of 18-34 year old BC adults own a smartphone and are using their device an average of nearly two hours every day on a wide variety of activities. Importantly, 79% expect a good mobile experience from the brands they trust and engage with. The average number of times a smartphone user check their phone is 150 times, with 23 messaging related, 22 times voice calling, 18 times checking for times, etc
Social Media Usage
Smartphone are the most popular way to access social media apps. Facebook, Twitter, Instagram, and Vine are accessed more through mobile than laptop/computers (36%, 54%, 79%, and 80% of users access these apps through mobile, respectively.)
Everson emphasized that “mobile is the first screen, and I think it’s the most important screen, which means it’s going to be used for virtually every aspect of marketing funnel – form brand building all the way to driving very specific direct-response objectives”. It is evident that Facebook acknowledges the emerging market of mobile and how it interacts with paid social advertising. This creates an opportunity for Facebook to look at mobile as a “true brand-building platform”.
To read more, check out “Facebook Looks Beyond the Social Media Part of Its Business” http://bit.ly/1jkbHs1
cheers
Crystal Liang 🙂