What should a marketer do if Facebook is going to become WeChat?
Last week, Facebook CEO Mark Zuckerberg took to his Facebook pageShare his vision for the future of FacebookAnd, in his long essay,Facebook is about to become a privacy-centric, unified information and social networking platform.Of course, chinese media comments that Xiaoza said this vision, in fact, is WeChat. And in many media, there are also a lot of references to that year Xiaoza's "I should have learned WeChat earlier", also seems to have to prove that Facebook intends to follow WeChat's path.
Over the next few years, Facebook plans to rebuild its services and platforms around six principles:Private interaction, encryption, reduced durability, security, interoperability, and secure data storage.
"People are increasingly looking to connect privately in the "digital living room," " Zuckerberg said. As I think about the future of the Internet, I believe that a privacy-centric information platform will be more important than today's open platform. "
After a long period of user privacy and data security issues, a more secure, privacy-focused platform may benefit users, but what does that mean for advertisers who keep Facebook alive? We asked industry professionals what they think of Zuckerberg's privacy statement. For Facebook, most people agree on a transition to a more private platform, which is a good move, even if it means advertisers and marketers are starting to revise their advertising strategies.
Asked how Facebook's new direction would affect the brand, Brittany Fryman, social media manager at Scout Advertising in Atlanta, said that on any platform, the role of any advertiser is to adjust and change to suit the platform and its intended target audience.
"This statement from Facebook is no different, we just need to turn around, and if people are going to spend their time in the 'digital living room,' we need to better develop people's conversational skills," Fryman said. From an advertising perspective, the lack of data persistence places a responsibility on marketers and advertisers to use the data in a timely manner, and then store, manage, and organize the data for later redirection. "
Joshua March, chief executive of Conver Social, a digital customer service platform, agrees with Fryman. March points out how advertisers have benefited from the personalization and targeting that social media platforms such as Facebook bring, but now they need to change their targeting strategies.
"Advertisers will have to adjust as the world shifts to a more privacy-centric approach, driven by legislation such as the European DDPR, or by changing policies, such as Facebook's announcement of its vision for a privacy-centric social network." March said.
Steve Weiss, another Facebook marketing expert and chief executive of MuteSix, Facebook's advertising ad ad ad ave, was not surprised by the news.
"The smartest advertisers and marketers have realized that protecting consumers from data abuse is a top priority to some extent. And Zuckerberg is taking action now," Weiss said. But it also means that it will strengthen privacy protections, strengthen its products and services, and ensure that its CEO-driven privacy information and policies are implemented from the top down. "
Weiss argues that brands will have to rethink consumer engagement and may refocus on the emotions and behaviour of large numbers of consumers and how messaging drives behavior.
"By understanding what's going on with your target audience and building predictive learning insights, brands can build personalized campaigns by delivering the right message to the right people at the right time without having to know any personal information," Weiss said. "
March believes that within a privacy-centric platform, brands have the potential to optimize more information delivered directly to consumers.
"While brands don't lose all of their ability to target specific users, the ability to collect user information without explicit consent will become increasingly difficult and advertisers should be prepared to adjust," March said. Build one-on-one relationships with customers through information channels so they can stay in touch with their explicit consent. "
Fryman isn't so optimistic about Facebook's promise to provide a more private platform for conversation.
"I think Zuckerberg believes that people's desire for closer dialogue and privacy is an important factor in their decision to use social platforms. However, I think it's going to be a tough fight for Facebook," Fryman said. "
Fryman believes Facebook will prioritize the user experience. "Ultimately, it's all about the adaptability of Facebook, advertisers and brands," Fryman said. "
According to Ben Heiser, a content strategist at Drum, there is no conflict between building a better platform for users and advertisers' goals.
"After the crisis at Cambridge Analytics, Facebook has been moving towards a very public goal: to create a better platform for its users. But a better platform for users is not mutually exclusive to a platform that still wows advertisers," Heiser said. "
Heiser said he believed in Facebookwill not give up the relationship with advertisers, the company2018Q4Fiscal.newspaperStill isHuge profitsof the。
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