Facebooks Needs to Take Marketing Seriously

My colleague Nate Elliott and I have been thinking about the Facebook IPO. Our thoughts:

The world’s biggest social network will complete its initial public offering in a few days, with a valuation based largely on its strong history of innovation. But we have to wonder: Will Facebook ever focus any of that innovation on helping marketers?

After all, Facebook is fantastic at introducing great new features and services for its end users. The moment another social tool gains the interest of enough users – whether it’s Twitter’s rapid public chatter or Foursquare’s location-based check-ins – Facebook updates its own site to offer similar features to its legions of users. We’ve rarely seen a company borrow from its competition as quickly or as well as Facebook. And that focus on better serving end users has seen Facebook grow quickly over the years, even in the face of consistent privacy concerns.

But as good as Facebook has been at evolving to serve consumers, that’s how bad it’s been at serving marketers. In the past five years Facebook has lurched from one advertising model to another. Remember when the site charged marketers to host branded pages? Or when every page featured banners from MSN’s ad network? (You may choose to forget Facebook Beacon; Mark Zuckerberg would certainly prefer you did.)

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Engaging Your Ultra-Connected Customers

Back in March, I hinted at my discomfort with the way SoLoMo has come to mean technology-focused, reductive marketing campaigns usually solely focused on the “check-in.”   But the reason people want to talk about SoLoMo is because of real trends in consumer adoption of technology and advanced technology behaviors. Those of you who were at Forrester’s Marketing Leadership Forum last month know that this thinking evolved into what we’ve been calling the Always Addressable Customer — a topic that I haven’t stopped talking about since we debuted it. For those of you who haven’t yet heard the term, the Always Addressable Customer is someone who:

·         Owns and uses at least 3 data connected devices

·         Accesses the Internet multiple times per day

·         Goes online from multiple physical locations (for example: home, work, in the car, and at the mall)

These customers require marketers to think differently about their programs if they want to be effective. Always Addressable Customers don’t stop to think about their devices or “technology solutions.” Rather, technology is simply how they live their lives and get stuff done. It means that you can now reach this ultra-connected audience wherever they are, but more importantly, wherever and whenever they need you. That “need” is key here: I’m not talking about your ability to bombard your customer with irrelevant messages. I’m talking about how you can now provide true service and value to your customers whenever and wherever they need it. 

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