TO gain more customers, businesses and brands must calibrate their current marketing mix further to widen their reach, social network site Facebook said.
Studies showed 96.6 percent of the country’s over 100 million population today watch television (TV) daily. Almost three-fourth, or close to 75 percent, of them are non-heavy TV audiences to whom only 30 percent of advertising impressions are made.
To get a hold of both the light and non-TV viewers and replicate its reach among “couch potatoes”, TV ads should be combined with the Facebook mileage.
“With over 59 million Filipinos on Facebook, brands now have an effective platform that delivers reach comparable to television,” said Reynold D’Silva, Asia Pacific head of marketing for brands and e-commerce at Facebook.
Facebook is considered effective in connecting to audiences that are hard to reach via the boob tube, such as teens or well-off men.
Together, both channels allow brands to magnify the effect of the campaign by optimizing reach, prolonging the campaign duration, and giving brands a medium to remind the viewers to purchase a product.
When the creative strategy is coordinated and applied on both TV and digital, the recall among target audiences of the brand and product balloons from 25 percent to a whopping 95 percent.
The Advertising Research Foundation also found out a “kicker effect” on return on investment (ROI) when TV is combined with digital, which resulted in enterprises gaining back close to 60 percent of their ad spend.
Meanwhile, data from Facebook showed when it’s integrated with TV, business made nearly 300-percent ROI in ad campaigns and close to an 8-percent hike in sales. Experts suggest adaptation and optimization of creative strategy for Facebook mobile is the way to realize the kicker effect on ROI. “The key to success is to adapt TV assets for Facebook and leverage Facebook’s programs, such as PockeTVC, to turn these assets into mobile-ready content that is dynamic and thumb-stopping,” D’Silva said.
Case in point is multinational Nestle, which did exactly the same late last year to drive faster growth and beef up its market domain. While its competitors offered similar products at lower price points, the campaign for Nestle All-Purpose Cream from October to December 2016 helped the company achieve significant sales growth and increased market penetration.
“During our brand’s peak Christmas season, for the first time, we took a risk of investing predominantly on Facebook to reach our mobile-savvy Filipino audience, instead of heavily investing in traditional media,” said Seaneen Arcilla, consumer marketing manager of Nestle All-Purpose Cream.
“[Truly], a creative strategy that seamlessly translates from TV to Facebook enables brands to connect with the right audiences, to extend brands’ reach, and to significantly improve the efficiency of their campaigns,” D’Silva said.