Facebook: the summer advertising success story

24th Jul 2014


Photo credit: Facebook

In the summertime UK media consumption traditionally drops as we move outside to enjoy the sunshine, or travel abroad to find some! On average weekly television viewing drops by 12 hours per person, and as a result companies have trouble reaching out to their demographic. However one screen is not fazed by the hot weather – the mobile screen. And one company is using this fact to their advantage: Facebook.

There has been a 10 per cent growth in mobile daily users in the last nine months, and this shows no sign of slowing down. Brits are always connected, and use the social media site for business and pleasure – 22 million people have Facebook on their smartphone, viewing their newsfeed on average 14 times each day. This constant state of piqued interest enablers marketers to reach people and boost sales with the use of Facebook, no matter where their travels have taken them. In fact 42 per cent of Facebook users share holiday stories in some form, making it the most talked about subject on the site.

Summer is therefore the perfect time for businesses to utilise Facebook as a marketing tool, and Ed Couchman, UK Sales Manager, has given five tips on how to do so:

  1. Use the information you have to reach the right people with the right messages. Facebook's targeting and audience insights are a great tool for this, as users are always engaged on the site. 68 per cent of shoppers use their phone in-store and 39 per cent use a social network, so brands can promote sales and discounts to people on-the-go.

  1. Successful marketers know their demographic's seasonal events. Summer is crammed with outdoor fun, sporting tournaments and celebrations! Respond to these in your campaigns, and personalise to specific users. Events bring people together – you can do the same.

  1. Holidays! Use the news feed a way to remind people of summer break essentials: travel insurance, car rental, and currency change are all key. Facebook's “About to Travel” category is perfect for using data to influence purchases.

  1. Advertising on Facebook allows for flexibility and last-minute changes. Businesses can promote specific deals and opportunities, and adapt their message for changing season needs and fashions. Unsold inventory such as flights and festival tickets can be moved at the last minute.

  1. Facebook are helping brands “Supercharge Ads” using Preferred Marketing Developers (PMDs). With the use of PMDs marketers can drive ad efficiency, scale or take advantage of custom functionality. This helps strengthen each individual campaign. 

Facebook's advice is smart and well-timed – there has never been such a lucrative time for smartphone marketing, and the demographic is both varied and expanding. There are 4.1 million UK Mums who use Facebook, and they spend three times longer on mobile than on computer – a key audience that cannot be ignore. Soft drink brand Lipton Tea ran a campaign which aimed to target enthusiasts between 18-25, and through the social media site they managed to reach 6.9 million people. Senior brand manager at Pepsi Poland Magdalena Kuznik reinforced the merits of Facebook:

We know that mobile is more popular than desktop during summer so we keep Facebook at the centre of our communications because this is where our target group is spending its time. It’s always easier to find them where they are versus trying to take them somewhere else. For 24/7, 365-days-a-year communication, Facebook is the best tool.” 

Chief marketing officer at Spanish fashion retailer Privalia Ferran Güell noted the sites hugely wide audience base, and ability to reach people wherever they are, be they in the mountains or on the beach. Thanks to smartphones, the nature of advertising is constantly evolving, and the public has never been so engaged. Facebook remain at the top of their game.

Elizabeth McLoughlin

My Retail Media

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