Just
when the marketers and advertisers are passionate about building business
strategies, they are simultaneously concerned about the “next big thing” for
their business. In today’s ultra-connected consumer society, research by
Gartner stated that 89% of companies are expected to compete mostly on customer
experience by 2016, and it is a matter-of-fact that customer-centric businesses
are those who have succeeded in the industry today.
With
regards to establishing relationships with the consumers, Facebook has become a
strong platform for marketers to personify their brands and their offerings. As
much as brand is often associated to a personality as their brand’s ‘persona’,
in the digital marketing world, it is yet another distinctive customer
experience, as it is much easier for consumers to connect to the brand as
people today are all accustomed to access social networking sites daily.
Here’s
an article from LinkedIn by David Yuan, an
advisor at Pinterest, investor at Rover.com, and board director with Act-On
Software, providing great insights about the future of marketing. Do you agree
with David’s points?
Source - www.prdaily.com |
Online
marketers often ask, “What’s the next big thing in marketing and advertising?”
Answer: Personification.
Over
the past decade, big data, whiz-bang technologies and new digital channels have
let marketers run highly targeted campaigns. Though each campaign may be well
targeted, their cumulative effect is overwhelming and uncoordinated. New
channels got added to the old, and the outcome is "shock and awe.”
The
future is reimagining and redirecting our marketing machinery. If we use this
technology to create consumer experiences that are highly coordinated, in
context, and appropriate to the individual, these interactions feel native, intuitive, natural, and human.
That is the future.
Here comes Facebook
What
I saw at F8 (Facebook’s Developer Conference held in San Francisco,
April 12-13, 2016)could be big. Facebook appears to be connecting the last
mile between consumers and businesses, and if Facebook’s data gets integrated
with all the marketing and adtech machinery; that union could bring about this
"personified future."
Consider
Facebook’s assets:
1.
Identity.
Facebook
has the real names, addresses, demographics, and social graphs of 1.6 billion
people. And it’s growing!
2.
Massive consumer engagement and web-scale
context.
For
several decades, the recurring rage in marketing has been personalization —optimizing
consumer experiences using what a marketer knows about customers. A great
concept, but marketers know very little about customers. Less than 5% of site
visitors log in and self-identify, and even the biggest sites see only the
tiniest fraction of a user’s Internet experience. On the other hand, Facebook
boasts having real identities for most of the world’s Internet population
outside China. And incredible engagement: e. g., a US mobile user is on
Facebook one out of every 5 minutes she’s on mobile!
a) Attend From Your Desk: Learn social media "next practices" from Facebook, Twitter, Instagram and LinkedIn.
That
huge sucking sound is Facebook hoovering content: Third-party content sets,
video, live video, 360 video, and saved content from phones, drones, APIs, in
apps, in feeds, from third- party sites, and from messages. And if you watch
Zuckerberg’s F8 keynote closely, Facebook doesn’t just pull in the world’s
content, it wants to know what the content means.
b) 50M businesses : Over 50 million businesses have Facebook fan
pages. Many of them are ad customers who upload their customer, product, and
targeting data to Facebook. Millions of sites use Facebook social plug-ins, the
No. 1 sign-on product on the planet.
3.
Connect in an environment native to the
consumer.
Some
60 billion messages flow through Facebook Messenger and WhatsApp a day. This is
three times the peak global SMS volume and shows clearly how consumers want to
communicate with each other. Facebook Messenger has extended Messenger so that
consumers can talk to businesses. Consumers already send 1 billion daily
messages to businesses on their fan pages.
4.
A.I./machine learning.
What
do you do with the biggest network on the planet (representing a huge chunk of
all Internet engagement), the biggest content repository and 50 million
networked businesses connected to consumers in a native communication channel?
You build a massive AI repository to understand it all. In doing so, it can understand
intent, add automation where appropriate and scale these interactions. Facebook
can help marketers engage in a more intuitive, personal and “human” way and
lead to personification.
Facebook
is uniquely positioned to build this. It has 60 billion daily
consumer-to-consumer interactions, a billion daily consumer-to-business
interactions, an open-source community engaged to enrich its analytical
framework and massive global developer groups to build algorithms and bots.
So what?
F8
highlighted Facebook’s 10-year product vision, so I imagine much of this is
still in the formative stages. But it’s a big idea from a juggernaut that has
unique assets. And, if even only partially successful, it make Facebook’s
influence on marketing and advertising even greater than it is.
The
danger here is that the marketing and ad technology infrastructure becomes
obsolete and gets replaced by bots that sit on the Facebook platform. But I
don’t think that will happen.
Why?
Because Facebook is enormous; but the Internet is even bigger. There's the open
web, and then there's that other juggernaut, Google. And while it may ebb and
flow, consumer engagement and the Internet are likely to always to be
heterogeneous and diverse as new platforms are created. (I’m glad that’s the case.)
Marketers
also have massive amounts of intellectual property (content, brand, algorithms
and data) built into existing marketing systems that generate revenue and
value. Most investors miss this point. Consider email marketing. Ask the
investment community and most will tell you that email marketing is
commoditized and dead. Talk to a marketer, and they will tell you that email
continues to be the workhorse of marketing. It’s often the highest ROI channel,
and one that consumers are comfortable transacting in. Marketers have
incredibly effective tools that they are going to continue to invest in.
Facebook
doesn’t appear to have the desire or the DNA for B2B software. I don’t think
the company focuses on B2B marketing technology. Facebook’s initiatives appear
to be aimed at creating more consumer engagement and deepening their ad model.
Facebook
is building a lot of infrastructure connecting consumers, content, and
businesses. Marketing that plugs into this infrastructure will be powerful and
can bring its entire horsepower and intellectual property into the native
communication channel between brands and consumers that Facebook provides.
Facebook and marketers can create brand experiences with more context, better
address consumers’ wants and needs, in a native channel that feels more human,
more personified.
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