How Mobile Is Changing People, Business and Marketing Science

JUL-AUG 2018|BY KATARZYNA PALIWODA, HEAD OF SALES, CEE, FACEBOOK
The world has changed: Mobile is changing people, businesses and how we measure success. But it’s not just a shift to mobile; it’s a shift in behavior.

New behaviors

It’s no surprise when you look at people’s behaviors nowadays to see that mobile has changed everything. But have businesses and marketing professionals kept pace? Radio took almost 40 years and television took 13 years to reach 50 million people; mobile took less than ten years to reach two billion! But it’s not just a shift to mobile; it’s a shift in behavior.

Time spent on mobile is considerable and is growing faster than we could have ever thought. In 2013, we spent on average 35 minutes on our mobiles; in 2019, it will be 122 minutes (eMarketer). More than 91% of Facebook users in Greece are accessing the platform via mobile every day. With digital media accounting for 43.5% of marketing investment, the biggest growth was seen in mobile. And mobile is set to grow even faster, driven by rising demand, advertiser competition and—last but not least—the change in people’s behaviors.

The smartphone is the fastest growing platform for video consumption: – by 2020 75% of all the data sent will be video (Cisco Visual Networking Index). Marketers must understand that desktop and mobile are interrelated and that you can’t be successful going for just one without the other. People tend to browse on mobile devices and then trade up in screen size to complete an activity. These behaviors are becoming increasingly common, and marketers are beginning to take advantage. But how do we measure it?

Mobile broke marketing tools

Mobile brings new challenges. Right now, it is harder to identify, reach, engage and measure, let alone bridge the gap between online and offline. We spend more than three hours per day on mobile, mostly on apps—and there are no cookies in apps. Cookie technology, which marketers have relied on for measurement for years, doesn’t work on mobile and the data just isn’t accurate enough.

People-based measurement was not possible, say, ten years ago. Today, people and data allow us to bring measurement to its full potential. The realities of cross-device and cross-channel movement make it more important than ever for marketers to measure the results of their efforts. In this environment, cookie- or click-based tools simply will not work. You need the power and precision of people-based measurement. People are their real selves on Facebook, which means marketers can more accurately reach the people most interested in their product or service. This also makes it possible to deliver personalized marketing at scale.

All these new tools are not just shiny new toys. They enable you to gain new perspective when taking a strategic, wide look at your business. For example, Nielsen Digital Ad Ratings allows you to measure the effectiveness of a marketing campaign in the internet. Good measurement methods lead to better understanding, better business decisions and, ultimately, real business results.

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