FB’s Jonathan Labin On 5 Points For Consumer-Centric Marketing

Inside View - Jonathan Labin, Facebook FWS

The year 2016 will be a defining one for marketers, especially in context to engaging audiences. Industry predictions suggest that the year will see marketers talk about customer-centric marketing and enhancing customer experience.

“With over 1.59 billion people using Facebook every month around the world, marketers will need to be strategic and creative about how they engage with audiences. At the end of 2015, Facebook in the MENA region had more than 120 million monthly active people in including 110 million people accessing the site through mobile devices,” remarks Jonathan Labin, Managing Director, Facebook Middle East, North Africa & Pakistan.

Mr Labin calls out five key areas ranging from platform and content to technology and distribution that the industry should keep in mind to make the best of 2016. Facebook has spent significant time in developing these areas, and reiterates that these areas will bring disproportionate benefits to marketers in the foreseeable future as well.

#1. Mobile First: We are entering what is a mobile first world. As News Feeds become a source of discovery, marketers need to create ‘thumb-stopping’ moments for users on their platforms.
#2. Creative Content: In a connected world, original and creative content is important. We no longer can duplicate ideas from other markets and repurpose for the Middle East. The rise of original content creators is redefining how people stay connected and entertained online.
#3. Video: We have moved from text, to images to video today. Central to this is the proliferation of big screen mobile devices which allow people to enjoy and engage with video content on-the-go. The recent launch of 360 degree videos has added a new dimension to how people experience content on Facebook.
#4. Messaging Platforms: In our real-time world, brands are judged by how fast they can respond to consumers. Messaging platforms such as Messenger and WhatsApp will begin to be used by businesses to connect with people directly.
#5. Low bandwidth-High Quality: The GCC is significantly more advanced in terms of access to internet and adoption of the latest technology when compared to the rest of the MENA region. However, given that content consumption remains high across countries in this region, marketers need to create high quality content for low bandwidth regions and feature phones.

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