When Facebook went public in May 2012, it faced seriously questions over its ability to grow its mobile business. Two years later it generates 59% of its ad revenue from mobile and that momentum is expected to continue.
Underscoring that shift, the social network's first CMO, Gary Briggs, told the Business Marketing Association's annual conference in Chicago on Wednesday that a month and a half ago Facebook surpassed 1 billion active mobile users, a threshold he doesn't believe the company will ever get to on desktops.
The change is obviously dramatic and also totally conscious, which Mr. Briggs said was essential to go mobile. Here are his four must-dos to becoming an effective mobile marketer:
The mobile team = every team. This mandate came from the top at Facebook. Mr. Briggs, who joined the company last August from Google, said that anytime a person showed a desktop version of a design first, CEO Mark Zuckerberg stopped the meeting. "We don't have a mobile team anymore; everyone thinks predominantly mobile," Mr. Briggs said.
Target real people. Mr. Briggs admitted this is probably a bit easier for Facebook given its deep connection to so many people's daily lives. The idea is to reach people with content important to them. "We can catch people in the right moment on mobile," he said.
Measure real people. This ties into #2. Don't go for broad reach for its own sake. Get the right people the right message.
Focus on quality. Mobile can connect marketers to customers in a very personal way. This is the device they take with them everywhere. Of all the different signals marketer may put out about their brands, Mr. Briggs said the mobile message will be the dominant one. Marketers must make the investment to build a quality team.