"Focus on relevance," Bosworth advised. "Marketers often want to stand out from the crowd but people are ... more connected than ever before so what you do has to be part of the context of their lives. Ask yourself, how can you be part of the crowd?”
Bosworth also urged marketers to focus on mobile-first campaigns. “Mobile is not the next big thing,” he maintained. “It is the present and if you aren’t planning all your campaigns as being mobile-first you’re missing the point. Mobile is about your core reach.”
Bosworth’s remarks came on the same day Facebook unveiled a new effectiveness tracking tool for telecom marketers. The Telco Outcome Measurement tool is designed to help telecommunications companies including carriers and operators draw connections between in-store sales and ad impressions on Facebook.
The tool analyzes Facebook’s impact on sales using “aggregate and anonymous information about devices, operating systems and carriers,” according to a blog post.
“From this starting point, we can establish test and control groups to determine how and when an ad on Facebook correlates to certain actions, such as a group of people switching to new handsets, tablets or carriers,” Facebook explained in the post.
The Telco tool has shown that telecom ads delivered in the News Feed on desktop PCs are seven times more effective than right-hand-side ads, and that ads delivered on mobile are nine times more effective than ads on a desktop PC.
The Telco Outcome Measurement tool is available in nine countries, including the United States, and will be rolled out to more countries later this year, according to Facebook.