Facebook recently previewed a number of exciting new opportunities for targeting mobile Facebook consumers. According to a recent article in the on-line publication Mobil Marketer, Facebook claims that they have approximately 200 million consumers who access Facebook from their mobile device daily. Mobile marketing campaign architects have been salivating over the possibilities of executing mobile marketing campaigns on Facebook’s mobile destination, but until Facebook’s recent announcement it was unclear exactly what form Facebook’s functionality for mobile marketing campaigns would take.

A fundamental shift in mobile marketing campaigns

According to the article, Facebook’s spokesperson explained that Facebook is now at the center of a fundamental shift in how marketers think about the role of social media in their mobile marketing campaigns. There are three components of Facebook’s tool for mobile marketing campaigns:

1. Pages (owned),
2. Ads (paid)
3. Sponsored Stories (amplifying earned)

Facebook claims that, “When you combine an engaging Page with creative Ads and Sponsored Stories, the opportunity to achieve a truly “always on” status increases exponentially. Initial data on the success of Sponsored Stories is impressive. According to Facebook’s spokesperson, “On average we’re seeing twice the engagement over Ads and in some cases we’re seeing up to seven times the engagement.”

Another new function that Facebook offers for mobile marketing campaigns is “Check-ins and Check-in Deals.” Check-in deals offer mobile marketing campaign architects and their brands a powerful way to connect with local customers and turn them into evangelists. Taking Check-in’s a few steps further than Foursquare, Facebook’s Check-ins offer four types of Check-in Deals that can be used in mobile marketing campaigns:

• Individual Deals: Mobile marketing campaigns can use individual deals for both new and existing customers to do things like: launch a new product, get rid of excess inventory, offer seasonal incentives, or to simply get more people into their brick and mortar locations
• Friend Deals: Mobile marketing campaigns can be used to make offers to groups of up to eight people, when they check in together. Friend Deals give mobile marketing campaigns the ability to increase exposure for a business because more stories are generated when multiple people check-in.
• Loyalty Deals: Loyalty deals are a great way to reward and incent your most loyal customers. Loyalty deals are to be claimed by customers only after a certain number of check-ins. You can vary the number of check-ins required. Facebook sets limits of no fewer than two and no more than 20 check-ins.
• Charity Deals: Make a donation to the charity of your choice. This is a great way to add a human touch to your brand by bringing your corporate social responsibility efforts into your mobile marketing campaigns.

Once your mobile marketing campaign has captured the prospect’s imagination on Facebook, it’s time to lure them to a microsite where you can capture their basic contact information like name and e-mail address. Then you can work with a marketing data services provider to append demographic and behavioral data to the file, so that you can personalize you communications as your mobile marketing campaign moves them down the sales funnel or along the product or service life cycle.

Choosing a mobile data provider for your mobile marketing campaign

Look for a marketing data services provider who can append data to your mobile e-mail marketing list from a database that is a hybrid file built from both compiled and proprietary data sources and combines postal, email, phone and mobile data, as well as at least 250+ selectors including demographic, geographic, lifestyle, interests, and behavioral data to improve your targeting.

Contact The V12 Group to get the data you need for robust mobile marketing campaigns.

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