“Smartphone users access Facebook on their phones 14 times per day,” Erin Hunter, Global Head of CPG Marketing at Facebook, enlightens during CEW’s Women & Men in Beauty Series (WMIB) at the Harmonie Club.
The theme of the evening was “Maximizing Mobile Moments,” and Hunter shared why businesses should consider adding Facebook to their advertising budgets to help them succeed.
As the head of the consumer packaged goods marketing, Hunter sets the strategy for how the world’s largest global advertisers leverage the world’s largest social marketing platform.
She continues, “Facebook is a mobile first company. People are their real and unique selves on Facebook. As a marketer, you know whom you are speaking with; you have authentic information on consumers you are engaging with.”
Two reasons why a CPG brand would add an e-commerce application to its Facebook page are to heighten awareness for new products by running campaigns around product launches and advertising campaigns through pop-up shops that either sample new products or offer campaign merchandise to fans.
Even though most brands have their own websites, there is a significant return on investment (ROI) when a brand adds an e-commerce app to their Facebook page, because users share with friends about their shopping experience at the point of sale and garner “likes.”
“You have consumers taking photos and asking their friends on Facebook if they like [products] before they buy them. Sales are definitely socially influenced. We actually conducted 60 studies in the CPG space to measure the influence of advertising to drive in-store sales. In over half the cases, advertisers had a return on their dollars spent of $7 or more … [it’s about] reaching the customer at the right point, in the right time with the right message – a cool, smart message,” she closes. –yvette caslin
