Impact of Facebook’s Upcoming Mobile Strategy on Brands

Facebook for every phone: that is how Facebook would like to name its new mobile strategy. It is expected to target a large user base in developing countries including India, rendering the potential of social networking to all feature phones. This new project indeed spells a great success for the social network, more so because it would ensure that more than 100 million users are a part of it.

This novel marketing strategy is expected to allow around 12.5% of feature phone users across the globe to access the social network on a regular basis from more than 3,000 feature phone models. With this comes high probability of winning enduring loyalty of millions of users worldwide, through enabling them to experience Facebook internet simply over a cell phone.

Increasing demand from mobile advertisers led to boost in profit and revenue at Facebook, implying the mobile strategy of the social network is indeed driving results. As recorded in the second quarter of 2013, there were 819 million monthly cellular phone users of Facebook, a 51% rise compared to the same period last year. In June 2013, the number of active cellular phone users touched 469 million.

CEO Mark Zuckerberg foresees than the revenue on mobile would soon exceed than on desktop. Facebook had a total of 1.15 billion users as against 1.11 billion in 2013 first quarter.
Mobile ad revenue touched the $656 million mark, an upward surge of 76%, as against last year same period. According to Facebook, 41% of the total revenue is derived from cellular devices, a rise of 30% as against the previous three months and 23% compared to the preceding quarter.

This project’s implementation will make room for the entry of a number of Indian brands on the social network boosting its revenue. It will also enable Indian businesses to reach out to new audiences online and promoting their brands in a more successful manner.

Lately the social network has come up with the new Messenger for Android application. Its reach covers not just Facebook users, but everyone, enabling an increased number of people to connect over mobile. It facilitates sending and receipt of messages to and from anyone who has a phone number, irrespective of whether a Facebook account is present or not. For providing access to its website through Nokia Asha 501, the social network has teamed up with Nokia.

The Brand Impact

• • Enhanced presence

Social media ensures more connectivity amongst users. Consumers are already hooked to their cell phones and now they would spend more time online, grabbing the opportunity to have convenient conversation with the brands.

• • More footfalls into the world of retail

With Facebook going mobile, offline sales can be more convenient. Your customers might search for the location of your store, get directions to the same and check-in. The “near-by” feature can also be used to search for other options.

• • Instagram

This service of mobile photo-sharing has already been acquired by Facebook. Instagram’s user base is growing at a fast rate, giving businesses a fine chance to get promoted through it.

• • Appropriate Targeting

The mobile news feed offered by the social network would gradually become more people-oriented, delivering local ads and news. Due to location awareness (GPS), this aspect can be delivered more successfully over a mobile device. Relevant ads would be targeted depending upon the customer’s location.

This trend will indeed revolutionize the way in which consumers search for, locate, buy, experience or review your brand. So, it’s time to go ahead and take the best advantage of this mobile strategy.