Extrait du livre blanc : "We are marketers participating in arguably the most important medium shift in marketing since the first television ad for Bulova watches in 1941.
Mobile has delivered us from a mass media world to a personally relevant one—from a world in which marketers would buy TV, magazine and radio ads as a way to reach people based purely on context to a world in which marketers can reach individuals based not just on demographics but also on passions, behaviors, interests and so on. It’s driven the shift from a world of appointment-driven media ruled by rigid 15-, 30- and 60-second frameworks to a world of anytime/anywhere media.
And thanks to mobile, we’re moving from fewer bigger, longer moments manufactured by the media and marketing industry—moments like soap operas, the “Seinfeld” finale and pivotal sports games—to a time when people are manufacturing and consuming their own and each other’s moments en masse—every minute, every day, 365 days a year.
From meals to memes, from first steps to first jobs and from moving on to moving up, millions of people go on Facebook and Instagram to share—and share in—these types of moments every day.
This white paper explores how people connect around these moments on Facebook and Instagram and how brands can participate in and enhance these moments. Our insights are based on a combination of internal data analysis and commissioned research."
