Recent studies have shown that over £1bn was spent on mobile apps and advertising by the end of 2013 – a whopping 93% increase from the total cost of advertising in 2012. These results, which were in the UK alone, encouraged think-tanks to consider its potential in social networks that have a massive consumer base such as Facebook.
But since the F8 developers conference in San Francisco, this is something that’s turning into a reality when Facebook CEO Mark Zuckerberg introduced Audience Network. When ideas like these start to become closer to reality, it pushes even some optimists back to start thinking about the possible cons of the move. Some of them are reasonable, such as the concern over privacy.
internet isn’t going to be enough. Companies need to keep up with the changes of the times and start to head where everyone else is – MOBILE.
Having a wealth of information over its users, Facebook – and many other social networks that follow suit – should have clear cut guidelines as to the kind of information it should be sharing with its advertisers. After all, this move is going to take the control from the browser to something more personal – a person’s smart phone.
However it’s not like it is as if Facebook hasn’t dealt with these issues before. In fact, it’s protocol that their users are consulted first before third party apps can see their data. And this is supposed to improve with Anonymous Login – another privacy feature that will allow third parties to access Facebook IDs without actually revealing any data to them.
This development will make it easier to encourage users to try out new native apps that they’ve downloaded without having to reveal any personal information first, potentially taking out the one thing that could deter users from trying out apps – especially ones they don’t completely trust yet, which is a good thing for more starting app developers, business or otherwise.
More than that, Facebook’s move is also looking to allow users to participate in the marketing of a developed app with the use of the very common “Like” button, which would be integrated in their apps. The sharing and endorsement from actually users to their Facebook friends will double the reach these mobile brands get when they hit Facebook.
When all goes well, it’s safe to say that developers will be enjoying more clicks from Facebook users than most other social networks simply because they have the better capability to match native apps with the right users. Making the right matches by the millions through this social network alone will give any developer that competitive edge, given how it’s so easy to put ads within the Facebook interface – mobile or web – within the reach of consumers without obstructing their social network activities.
In a world where most companies are not yet catering fully to their mobile consumers, there’s really no better time to start working on your apps than now, when Facebook just started a trend that could possibly allow small and large companies alike to be able to get with the growing mobile industry and maintain their consumer’s patronage through their mobile phones.