This post was originally published on the Marketing Cloud blog. As companies grow their social media presences and begin listening and engaging with customers, not just pushing out corporate messages, it is helpful to remember the words of your mom.
There’s a vision many people have when they think about mobile advertising. Hyperlocal, real-time, something that incorporates features like text, push notifications, QR codes and GPS.
Facebook News Feed product manager Jeff Kanter says that idea is interesting, but for now, mobile ads can be much simpler and still be effective.
“A lot of people will talk about the holy grail of advertising where you’re walking down the street and your phone is buzzing with alerts about deals around you and a movie’s playing nearby,” he says. “I think it’s an awesome vision and the world will get there, but at this point in time, mobile advertising is working really well because it’s where people are spending their time and it can achieve the same brand objectives that advertisers are trying to do elsewhere.”
Many have imagined Facebook would be well-positioned to lead the way in this “holy grail” future, which would rely on powerful identity and location data, as well as a platform that could reach a large audience with enough frequency. But for the social network, which only got into the mobile ad business one year ago, it’s all about the basics first.
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