Facebook exec: Brand spend underscores mobile social ROI

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Social is mobile

NEW YORK A Facebook executive at ad:tech New York 2013 defended the value of social media by using the company’s popular mobile application install ad units as an example of advertising that proves return on investment.

However, Rudina Seseri, partner at Fairhaven Capital, Cambridge, MA, argued that it is not enough for marketers to solely focus on digital for brand awareness and engagement nowadays.

Marketers are constantly getting pitched not only a plethora of new platforms, but also by start-ups.

Today, CMOs are trying to get their arms around ROI, and in the past were trying to figure out engagement.

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The next part of this evolution will be knowing the individual consumer with multiple levels of data and information to drive ROI and a sale through that.

Fundamentally, I think CMOs are asking folks who are pitching them to tell them exactly what the ROI is, Ms. Seseri said.

Honestly, companies will have to make a case for how they are driving sales lift, highly measurable, she said. 

Final Take

Lauren Johnson is associate reporter on Mobile Marketer, New York


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