Last Holiday season was a tipping point for mobile: Traffic surged to mobile shopping sites and apps. M-sites crashed from the onslaught of shoppers. And people got comfortable not only researching but also purchasing gifts on mobile.
Looking at our own data, we saw that people on Facebook bought on mobile 46% more during the last Holiday season than during the non-Holiday season.1 Facebook IQ predicts that in Q4 of this year the percentage of online purchasers transacting on a mobile device will rise by 30%.2
The mobile shift has happened, and the thumb is in charge. For the second post in a series examining what this means for brands, Kelly Graziadei, Facebook’s Direct Response Product Marketing Director, spoke to Helen Crossley, Facebook IQ’s Head of Consumer Insights Research, about 3 of the most common questions marketers ask about how to succeed in mobile commerce:
- How can I increase mobile basket sizes?
- Should I invest in an m-site or an app?
- What should I expect in the future in terms of m-commerce?
Read on for an edited excerpt of that conversation.
When it comes to digital campaigns, advertisers tend to lead with “Buy Now” messaging. But is the traditional direct-response approach the most effective way to reach people on digital? Not necessarily. Advertisers are beginning to evolve how they approach their digital marketing strategies, embracing techniques—like storytelling—that have been used successfully in driving business results on other channels (TV, print, email, search, etc.).
For today’s teens and young adults, image is everything—particularly when it comes to how they communicate.
Take it from Aria, a 22-year-old from Canada: “People don’t really want to read through text all the time … they just want to see it visually. It’s more appealing.”
People look to visuals not just to learn what others have to say but also to express themselves, making images essential in today’s universal language. And Instagram, a visual member of the Facebook family of brands, is where people fluent in that language come together.
Easter is a time to share and celebrate with friends and family. And mobile is allowing people to share and share in the celebrations more widely and instantaneously than ever.
We conducted a poll and studied Easter-related conversation in 9 countries across 5 continents to learn about people’s holiday festivities. We found that when people in Latin America and the Philippines talk about Easter, the religious aspects of the day dominate the conversation. And in Australia, Canada and the US, Easter is a social holiday often fueled by chocolate and candy.
Brands that understand the changes in people’s lives have an opportunity to not just reach people but to really connect with them. While marketers so often categorize people based on fixed traits, like demographics or lifetime value, the truth is that people’s needs and behavior are not fixed—they shift over time. Audience segmentation can be a source of inspiration for marketers focused on connecting to the people who matter the most.
The US Asian American1 community represents a diversity of languages, cultures and countries. While each culture within the Asian American audience is distinct, there are commonalities in how this active online audience uses digital media to be expressive.
Traditionally, marketers have leveraged print ads to prime consumers or primetime TV spots to remind consumers of a brand’s message. But the success of a campaign ultimately hinges on using the right creative in the right sequence to achieve the best results, whether the metrics for success are driving consumer action or brand awareness. Read more
Multiscreening is becoming the norm as people weave seamlessly across screens and media platforms, and African Americans are leading the charge. Read more
FOBO is the new FOMO
As teens go, Marcus, 16, is pretty typical. Like many his age around the world, the São Paulo native likes hanging out with friends, shopping at the mall and watching football on TV. But there’s something else he has in common with many of his peers in other countries. Read more
Before the Internet, young people expressed themselves through the clothes they wore, the friends they had, the music they listened to and the sports they played — or didn’t play. And they still do. Read more