Facebook launches mobile advertising app for retailers

In August we shared news about the developments being made at Google to create phone based search a reality, based on location and individual need. Fast forward two months, and Facebook have taken up the mantle, this time with a commercial twist for retailers. On Wednesday this week, Facebook unveiled a new feature which enables retailers to offer discounts and vouchers to prospective customers.

The service is available to those accessing Facebook through their mobile internet connection. Because it is location based, the accuracy of the advertising opportunity has obvious appeal. Offering discounts to facebook users located in an immediate area, with the potential to segment that audience in terms of demographics and other information held by Facebook could potentially create a far closer connection between advertising investment, and return.

As well as working with major retail giants, Facebook also plans to connect with local businesses. “It starts to solve an age-old problem that local businesses have always had,” said Emily White, director of local at Facebook. “They’ve been told they need to be online. But it hasn’t always been clear what the benefit is. That’s what this deals platform allows. It’s turning those fans, those visitors, those eyeballs into real dollars, real people and real business.”

Strong words, but, undoubtedly, justified. The opportunity for businesses to embrace digital technology, and think differently about its potential is redefining the competitive environment, not just for high street heavyweights, but for specialist suppliers and retailers.

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