The social platform is creating new local ad solutions on mobile (primarily feature phones) in high-growth countries, so that marketers can tailor the way they serve their ads to international destinations.
As humans, we easily understand things that we can relate to. Not surprisingly, it is easy for us to assume that other people around the world are doing the same things we are, the same way we are. For example, as an iPhone user it’s difficult for me to imagine why anyone would use any other smartphone.
However, Facebook for Business reports that "seven out of 10 people in the world, many in high-growth countries like India, Brazil, Indonesia, Mexico, South Africa, and Nigeria, user far simpler devices, like feature phones, to access the Internet."
Below is an infographic from Facebook.com that breaks down the number of users in high-growth countries as well as the percentage who utilize feature phones to access Facebook.
To understand what devices users are accessing Facebook from, it’s important that marketers also have insight into the best methods for reaching these consumers.
Many consumers in high-growth countries are yearning for the same connectivity to friends and information that we are in the United States. Unfortunately, many are limited by expense and poor Internet connectivity.
As well as adding advertising options for feature phones, Facebook has also been working on optimizing advertising for low-bandwidth connections.
Much like beepers of the '90s, some of these countries have developed a system where they dial a number and then hang up before it connects. This is a way of alerting someone that you want to speak with them, without incurring the costs of an expensive phone call.
Facebook has created a similar feature for ads, where the person can click on an advertisement and they will receive a brand message, without actually having to utilize any of their airtime or data allotment.
Facebook is also working on a solution for advertisers to better target consumers in high-growth areas. These include:
Measurement has been a difficult animal for those advertising in high-growth countries. Facebook has partnered with Nielsen to begin sending polls to consumers in order to help determine things such as brand sentiment and purchase intent.
Are you someone that advertises internationally? If so, what have you seen as your biggest challenges and wins when trying to engage consumers in high-growth countries?
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Ashley Zeckman is the director of strategy and development for Gruen Agency, a Minneapolis-based digital marketing agency. She is responsible for the digital marketing strategy for the organization, which includes branding, search engine optimization, social media, content marketing, and PR.
Prior to joining Gruen Agency, Ashley was the director of marketing and client relations for Benovate, a population health management company. Ashley also held the position of marketing manager for TopRank Online Marketing, a digital marketing agency. Her areas of expertise include content marketing, social media marketing, communications, client relations, integrated marketing, marketing strategy, SEO, digital PR, blogging, B2B and B2C marketing, customer segmentation, and social media strategy.
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