Mobile has brought about three big changes in consumer behavior that every marketer needs to understand.
2.The ability consumers now have to discover new products and services on mobile is influencing their behavior.
•74% of millennials take action after being inspired by a post on Instagram.
33% of shoppers research on mobile before buying on desktop or offline. And for shoppers under 34, this ratio is 1 in 2.
1.People’s time and attention are now on mobile. This is where people spend hours of their time every day. And most of that time on mobile is spent in apps.
3.The rise of mobile means that the consumer journey is now fragmented across devices and channels. Consumers bounce from device to device, and from channel to channel, while researching their purchases
Facebook’s full suite of measurement solutions can help us measure the true business value of your ad campaigns – using people-based measurement.
The realities of cross-device and cross-channel movement make it more important than ever for marketers to measure their efforts. In this environment, proxies simply won’t do. You need the power and precision of people-based measurement to measure the metrics most important to your business.
With the Facebook family of apps and services, you have access to some of the world’s most-used, most-engaged apps.
Facebook and Instagram account for over 20% of time spent on mobile
Audience Network accounts for 6% of additional time on mobile
With Facebook, you have access to an enormous audience. More than 2.2 billion people are visiting Facebook every month.
Instagram now has 800 million people using the platform every month.
1.3 billion people use Messenger every month to engage with their friends, family and businesses.
And through the Audience Network, you can expand the reach of your campaigns into thousands of other popular apps, all of which have been vetted by Facebook.
Facebook has advertising solutions that can help you deliver people-based marketing at every stage of the consumer journey: awareness, demand generation, acquisition and purchase (or transaction).
People-based marketing involves marketing to real people with consistent identities across channels, instead of the old style of siloed marketing.
And this isn’t just about getting new customers. Facebook can also underpin your retention marketing. You can build loyalty and lifetime value with your existing customers by re-engaging at each of these stages.
Facebook advertising solutions can help you achieve your objectives at every stage of the journey from Awareness to Transaction.
For example, you can:
- Introduce people to your brand with a video ad on Instagram
- Drive demand for your product offering with Canvas on Facebook
- Use lead ads to collect contact information from interested buyers
- Use mobile app ads to get people to install your mobile app
- use dynamic ads to automatically promote your product catalog to people who have shown interest and intent