7 Facebook Covert Persuasion Tactics

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How Facebook Mobile Advertising Benefits Have Arrived

Mobile/portable devices are becoming a natural component of many companies’ media mix. Handsets which feature Facebook and other mobile advertising are often very personal devices – providing a distinctive platform for personal interaction with consumers.

Advertisers are becoming more and more conscious of the opportunities in 2010, and are developing new applications and services, exploring fresh ways to exploit these marketing opportunities. This article will discuss the scope for future expansion of the Facebook mobile advertising space.

Today’s mobile handset communication is a global phenomenon, changing how people socialize and mix amongst their peers. Facebook advertising on mobile or portable is proving to be a significant draw to existing and new Facebook users.

More than 4.1 billion subscribers around the world are using mobile services daily, more than 2 times the volume of traditional online users. Cellular devices have a number of unique characteristics that make them very well suited for advertising and promoting to Facebook users.

Handsets able to transmit Facebook advertising are extremely “individual” devices, being that they are owned or operated and used by one human being. They are almost always with the particular person when they travel, allowing you to target contextually while folks are on-the-go.

Mobile phone models can be a suitable platform for building brand name attention, through syndication of free content, marketing material or software applications. Mobile or portable advertising and marketing is one more sales channel evolving together with ‘always-on” online accessibility.

Because mobile devices are often switched-on and close-by the user most of the time, this makes them more readily available to the consumer whether they are at home or traveling. For this reason, they allow Facebook advertisers to reach their potential customers at the appropriate moment (say, when a shopper is seeking to buy a particular product or service and needs help to decide what to buy).

The home-based computing advertising revolution is being replayed when consumers are on the move. Many believe mobile telecommunication and World Wide Web services have started to converge, providing a more consistent user experience.

But mobile mass media has strong and unique benefits that can’t be duplicated by legacy (non-mobile) media, such as;

• Mobile or portable devices are always-on

• Mobile devices and networks include a transaction process

• Mobile has the most accurate audience measurement of any media

• Mobile captures the social context of marketing consumption

• For many of today’s users, mobile or portable devices are the first “personal” mass media. In the same way that Facebook “personalized” the web for many people, mobile devices are more personal than a computer, as they become “part” of the personas they are more or less permanently carried with the user.

With a current and appropriate knowledge of mobile marketing & advertising mix, combined with the above unique benefits of mobile devices, marketers can perform sharper media campaigns than ever before.

Already, a number of “mobile savvy” marketers have started taking the advantage of mobile phone devices to carry out their marketing mix in new, portable forms (see this story for further details).

Today’s mobiles are hugely interactive gadgets which possess a wide variety of features, including; video clip players, music players, digital cameras and web browsers. There are lots of juicy opportunities for advertiser/user interaction, for example where consumers find the advertiser at a convenient time in the product selection process.

Another key benefit is the cellular and mobile marketing is this; the space for Facebook advertising messages is actually much less crowded, compared to older advertising channels. So Facebook mobile ads often get more attention than fixed computer ads.

Numerous Facebook marketing strategies are being developed to induce a response in the form of a voice call, SMS/MMS, video transmission or a visit to a portable web site.

As the advertising and marketing business acquires more experience with Facebook, Google and other mobile funnels, it will become a more profitable and natural part of today’s media marketing mix.

If digital media is converging, as many are predicting, there could be less and less variation between mobile and traditional Internet advertising. But will this really happen? Or will mobile marketing on Facebook and other avenues continue to develop its own “personality,” requiring specialized marketing tactics? Only time will tell.

One thing is for sure; there will plenty of opportunities and profits for mobile marketers who get it right.

Mobile Advertising in Facebook for App Stores

Mobile advertising is a new frontier online. Facebook advertising (mobile or traditional web), is no exception when it comes to advertisers falling over themselves to increase downloads of their new app (application).

Many Facebook users are taking their iPhones and other intelligent mobile devices on the road with them so they can stay in contact with their friends. everywhere.

The new trend in e-commerce is application stores, but they’re not just for mobile phones. New software, hardware and enterprise applications are being created every day. These target consumers, businesses, employees and other app developers. The number of application stores is up almost 100% over three months ago, according to the Wireless Industry Partnership.

Let’s take a look at the current top-10 mobile apps on Facebook;

Industry analysts expect application stores and their users will push Apple’s share of the market to less than 30% over the next three years. However, Apple will also experience phenomenal growth. It’s just their share will likely decrease, as time goes on, as other application developers jump into the market.

These new applications need new users. These users are obtained a variety of ways, but the most efficient method, from an application developer point of view, is advertising on Facebook or some the other social networks. The type of user who use these apps and games ten to be between the ages of 24 and 34, according to industry sources, and slightly more females than males tend to use these applications.

For example; previously, services like Game Vance (a traditional web-based game site) attracted a huge following of female users by offering games that were specifically designed to appeal to these females. These games and applications often centre-around Tarot cards, horoscope and other activities that tend to appeal predominantly to females.

Here’s just a few of the current software platforms, where applications are available; Google Apps Marketplace, eBay, Intuit Workplace App Center, Twitter, Salesforce, Adobe Air Marketplace, Facebook App Store, Android Market and Windows Mobile.

Here are some hardware platforms where mobile apps are available;
•  Netbooks – Intel, Acer etc.
•  PC – Dell, Citrix
•  Smartphones – Apple, RIM (Blackberry), Samsung, LG, and others
•  Mobile carriers
•  Home automation monitors such as Control4 and Pacific Controls

On the Organic Search side, Google and Yahoo seem to favor the top-ranking applications. Top ranking often means larger revenues, so there’s a scramble by application developers to increase the downloads of their apps as soon as possible, which in turn attracts more traffic and often has a snowball effect.

Many app stores are playing catch-up with the current leader, which is Apple. Many do not have the features needed to really be successful, such as trial downloads and video demonstrations, which can really drive sales in today’s market. Users are looking for low-risk ways to test out an app before purchase. A short trial or a video demonstrating features of the app is very important.

A number of ready-made apps stores exist, with prefilled content for advertisers who wish to own their own app store in short order. A number of these stores come prefilled with content which can be used to generate sales – while developing in-house apps that can be later customized and sold.

Here’s an example of one such store, which requires no programming skills and the very low barriers to entry. A number of advertisers are using ready-made stories like this and driving traffic with Facebook advertising, MySpace and other mobile platforms.

Click Here for Example (will open in a new window)

This can be a low cost way to test the waters with mobile app advertising, while generating income from an app store the advertiser can call their own.

Example of Mobile Marketing Working on AdMob

A number of small, medium and large advertisers are turning towards Facebook mobile as a way to get traffic to their brands. But how to do it?

One of the most effective ways we’ve found to make mobile advertising that works, is to produce a mobile application helping the user, while they are away from home. Advertisers need to ask themselves this; how can we help the user quickly when they are away from home?

This means that you’re providing real value to the user, while they don’t have all the computer resources they would have if they were at home. Facebook users are increasingly using Facebook mobile as a tool when they are out and about, to keep in touch with friends and to search for things they need while they are away.

Here’s a great example of an Acuvue tool from Johnson & Johnson. To increase end-user discovery and downloads of their eyeSuite application (which provided a number of easy-to-use tools for contact lens wearers and glass wearers) Johnson & Johnson retained AdMob to promote their eyeSuite application through CPM and CPC ads on the AdMob network (AdMob is now owned by Google). AdMob built a mobile campaign to target iPhone users, resulting in a large number of application downloads over a very short period.

Here’s how it worked: when a iPhone user saw the ad, they could click on it and download the application. Which would then lead them to the eyeSuite page and begin interfacing with the Acuvue brand’s features. Including; Eye Compare, a staring competition, finding an optometrist Wink & Blink, Mirror and a free trial.

This campaign improved Johnson & Johnson’s performance in the contact lens market and also gave them a huge boost in rank within the iPhone applications store. Consumers using the application could also download a trial voucher to test out the Acuvue brand in Australian stores.

Johnson & Johnson deemed the AdMob campaign a great success, and indicated that in their collaboration with AdMob they were able to reach the number 14 spot in health and fitness category, in the iPhone applications store. This could also easily be done with Facebook mobile.

Johnson & Johnson plans to use AdMob increasingly for future media buys as time goes forward. This is a great example of how an easy to use tool can help people when they are away from their homes. And provide them with useful tools on their sophisticated mobile phones. And steer them towards brands. Increasing brand loyalty and increasing sales.

Think about how you can incorporate this into your Facebook mobile strategy. By making useful tools for Facebook users they can use in the field. When done right, this form of advertising is some the most powerful Facebook advertising it’s possible to achieve in today’s market.

Facebook Mobile Advertising – Does it Work?

One of the biggest concerns advertisers have when dealing with Facebook advertising, is understandably that they do not want to spend a bunch of cash and have nothing to show for it.

Marketing history is littered with companies that went big into one form of advertising or another, that was supposedly the ‘Next Big Thing,” only to find their money was wasted.

That’s why analytics are so important to use with Facebook and social marketing. By monitoring what’s actually happening and what is profitable (if anything) advertisers can have more confidence in taking the next step.

With all the buzz around mobile marketing, many businesses are asking if advertising on Facebook Mobile is something they should be considering.

For example; thousands of developers have built applications to run on sophisticated units, such as the iPhone. And developers are seeking a way to recoup their investment in their applications

A good place to start to see what’s working in Facebook Mobile advertising is Pinch Media. A company that specializes in mobile analytics. Pinch Media helps companies discover behavioral info about people who downloaded an app, what else they might be interested in and how to approach them for successful future applications.

This video shows what Pinch Media does. If your business is interested in Facebook Mobile advertising, or other mobile ads, this video is worth checking out.