Procurement 1 June 2018

Facebook F8 2018: The new features brands should be excited about

Facebook F8 2018
Facebook F8 2018 was held in California from May 1 to May 2 2018
Following this year’s Facebook F8 conference, Sam Bettis, social media campaign manager at bigdog, explains how small business owners could benefit from new features announced by the platform.

The F8 conference that recently took place in California taught us a lot, as always. Mark Zuckerberg talked about what Facebook is rolling out next, there are some interesting updates to the platform that focus on bringing people together, playing games with your friends, video chat, gaming and even dating.

Positive actions following the Cambridge Analytica scandals, Facebook is also trying to claw back user trust and show transparency.

Looking back at the conference, there are three big highlights from the event which brands need to take notice of.

Clear History

Facebook wants to give power back to the consumer with the introduction of Clear History. This new feature gives the consumer the ability to clear their history tracked by Facebook with the click of one button.

For the consumer this is great but for brands, this could be a game changer for ad strategies based around web retargeting. Marketers are at risk of losing some of the users they can target based on web visits which historically has been a bit of a quick win? in terms of serving prompts and reminders. We cannot be sure of the scale of uptake just yet but we should be prepared for change.

That said, perhaps in the same way that GDPR can be considered an opportunity disguised as a threat (challenging marketeers to create more compelling calls to action than ever rather than pre-ticked boxes), could Clear History challenge us to think beyond lazy quick win targeting?

It could challenge brands to focus on customer loyalty built from meaningful conversations and?Content You can’t Ignore. No longer will it be as easy as myopically focussing on sales retargeting and number chasing instead we will all think more about how we can help and engage the customer.

VR has arrived

VR has been in the early adoption stage for a while now and Oculus has been a major player here for some time, but it hasn’t really arrived just yet.

Early versions of VR have relied on support from extra technology, such as phones and computers, or have been quite expensive, which has made the technology less accessible for the user. However, the Oculus Go starts at just 199 and is an all-in-one, with a great app store.

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What data privacy lessons can business owners take from Facebook’s blunders?

Facebook’s recent revelations about how it intends to gather consent from its users can, therefore, be taken as an example of what not to do.

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Strategy