FACE­BOOK WANTS TO HELP MAR­KETERS DRIVE PEN­E­TRA­TION & LOY­ALTY: SAN­DEEP BHUSHAN

Impact - - TALKING POINT -

The mar­ket­ing in­dus­try is cur­rently fac­ing a com­plex en­vi­ron­ment where the in­crease in time be­ing spent on mo­bile is lead­ing to in­creas­ing con­sumer choices and frag­ment­ing me­dia en­vi­ron­ment. In an at­tempt to sup­port busi­nesses to drive growth in this mo­bile-first era, Face­book held a day-long event in Mum­bai, ‘Dis­cover Growth’. The event brought to­gether in­dus­try stake-hold­ers to dis­cuss key strate­gies fo­cused on growth mar­ket­ing and how Face­book so­lu­tions can help busi­nesses drive growth.

Along with San­deep Bhushan, Di­rec­tor, Face­book In­dia and South Asia, Ashish Bhasin, Chair­man & CEO, South Asia

Dentsu Aegis Net­work, Alok Agar­wal, Gen­eral Man­ager, Mar­ket­ing Ex­cel­lence, GSK Con­sumer Health­care and Am­buj Chandna, Head-Re­tail Li­a­bil­i­ties, In­vest­ments & Pay­ment Prod­ucts, Ko­tak Mahin­dra Bank were part of a panel dis­cus­sion on chal­lenges in busi­ness and how Face­book is help­ing tackle them.

On Face­book’s ac­tive role in help­ing brands walk through the com­plex busi­ness en­vi­ron­ment, San­deep Bhushan said, “With over 217 mil­lion monthly ac­tive users in

In­dia - most of whom are ac­tive on mo­bile - Face­book is at the heart of a mo­bile-first shop­ping jour­ney. We want to help all mar­keters and busi­nesses drive rev­enue growth by tap­ping into the shift in con­sumer be­hav­iour to­wards mo­bile, and help them adopt prac­tices to drive both pen­e­tra­tion and loy­alty.”

The dis­cus­sions were aimed at help­ing peo­ple gain in-depth in­sights into Face­book’s mo­bile so­lu­tions that can help mar­keters grow and en­gage con­sumers at ev­ery step of the pur­chase jour­ney.

Some of the top strate­gies in­cluded ac­quir­ing cus­tomers early in the pur­chase jour­ney and gen­er­at­ing in­tent, the im­por­tance of short, com­pelling cre­atives and Face­book’s short form cre­ative ad for­mats that are built to de­liver bet­ter ex­pe­ri­ences on mo­bile, in ad­di­tion to mea­sur­ing the things that mat­ter to help ad­ver­tises re­fine their mar­ket­ing spends.

Left to Right: San­deep Bhushan, Am­buj Chandna, Ashish Bhasin and Alok Agar­wal

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