Last year in the USA, the public spent more time on digital platforms than they spent watching television, making for the first of such a significant channel shift since the 1950s. Much of the growth in digital is attributable to time that has been “created” by the convenience of smart phones. Whereas “one-size-fits-all” promotional tactics often drive traditional retail traffic, brands can now use digital marketing channels to segment and influence their target audiences.
Facebook owns 20% of that audience’s online time. In this episode of Moneyball for Marketing, Nicolas Franchet, Facebook’s Head of Retail and E-Commerce, Global Vertical Marketing, shares the nuances of the three online marketing components he says matter to digital media strategy for retailers. They are:
Nicolas Franchet is the Head of Retail and E-commerce, Global Vertical Marketing at Facebook. Nicolas’s main focus is on looking after marketing strategy for resounding commerce. He works with companies around the world to help them define and execute their strategies on Facebook. Nicolas has previously held executive positions at eBay and received his MBA from UC Berkeley.