Mobile is not a trend; it is a reality: Will Platt-Higgins

It is essential to understand the media crossover in terms of time spent by brands today, says the Director, Global Account Partnership, Facebook, USA

e4m by Priyanka Nair
Published: Oct 1, 2013 8:37 AM  | 3 min read
Mobile is not a trend; it is a reality: Will Platt-Higgins

When the internet started, users accessed the World Wide Web anonymously. But with people becoming more confident about the medium, a new virtual world was discovered. While Amazon unleashed a new shopping experience, Facebook went ahead to create a global social community on the internet. With this, the business of marketing has also grown for the better.

According to Will Platt-Higgins, Director, Global Account Partnerships, Facebook, USA, the way people consume information today has drastically changed communications plans. While many experts believe that mobile will soon change the game in communication, Higgins believes that mobile is not a trend, but a reality. All thanks to the Facebook revolution.

Considering the new wave that Facebook has brought into marketing, exchange4media pens down few points as to how and why brands should use Facebook in their communication plans.

Facebook is the new creative canvas for marketers
The newsfeed on Facebook can be interestingly used today, noted Higgins. Newsfeed today provides consumers with a personalised view of activities happening in and around their Facebook community. With the kind of advertising space that Facebook provides, a brand can experiment and get real time response to its campaigns. All that brands need to do is show more confidence in their creative showcase.

The potential of Facebook App is immense
Higgins stated that less than 1 per cent of brand apps get more than 2,000 users. Having said that, it is important to note that today most of the social media communication happens over mobile. Brands have tried and tested to be on the Facebook app in various ways. While today most of the communication happens on the move, it is necessary for brands to tap this user base.

Customise communication if you want to be on Facebook
Facebook is aiming at creating stories for brands. Merely being on Facebook will not really create impressive results for brands. What brands need to get it right is to think over strategies that will work best for Facebook and customising it is one such way. Spamming timelines will just create negative effect on the brand campaign and will, thereby, affect the fan base of the brand.

Facebook is betting high on using technology right
Metric is something that brands are apprehensive about when on social media. Facebook is working towards getting this right. Apart from this, Facebook is looking at providing different kinds of advertising spaces for brands. Also, Facebook is looking at convergence and optimisation of its various media offerings.

Higgins shared his views on ‘Building Brands on Facebook’ at the IAA Global Marketing Summit, in partnership with exchange4media, which was held in Mumbai on September 30, 2013. The session was chaired by Neville Taraporewalla, General Manager, India - Advertising & Online, Microsoft Corporation India.

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