Opengraph move by Facebook
Give up your location and you will be tracked and advertised to (Catherine Ferguson)
Marketers look to Target Mobile Phone Users
Facebook looks set to launch its assault on the mobile marketing sector, as its Open Graph product enters into a new domain. Head of mobile products Eric Tseng revealed at MobileBeat 2010 that Facebook was ready to be rolled out on such devices and partners that operate in the sector.
The intention of this move is to “leverage the intersection of mobile and social networks”, Mr Tseng explained to delegates, adding that Facebook’s offering will be very different to anything else on the market.”Mobile is no different from the desktop Web. All the (Facebook) apps available on the desktop should be available on smartphones,” he commented.
With the social networking site’s user base continuing to grow, the company has a significant chance to make a difference using mobile platforms. Mr Tseng indicated that headway would also be made in relation to location-aware advertising, which would see consumers presented with different marketing materials relating to their hobbies and whereabouts.
Many of these features are still in the developmental stages, but Mr Tseng seemed keen to capitalise on the popularity of mobile networking as soon as possible. “Mobile is fast becoming our growth lever,” he revealed.
These comments followed observations by Jon Maddison, UK country director at Epsilon, who expressed that social networking is very much a marketing medium that is here to stay. He stressed that the sites people use to keep in touch with one another may change over time, but the concept is unlikely to die out any time soon.
“Just as people don’t stream en masse to Friends Reunited in the same way they did a few years ago, it might be Facebook over a period of time in the same way,” he predicted.