Facebook’s 12 million users in Spain – a number that is quickly growing – is a demographic that is becoming more coveted than ever for many companies. In recent weeks, mobile marketing strategies in Spain have entered the limelight with major media focusing strongly on the Spanish version of “Facebook Deals,” a service launched last November in the U.S.. The geolocalization service has just signed contracts with a number of well-known Spanish marketers and brands like El Corte Inglés department stores; the second largest Spanish bank, BBVA; and the soccer team FC Barcelona for which Lionel Messi plays, who was ranked by FIFA in 2010 as the world’s best player.
What does it all mean for those enterprises interested in adopting a truly integrated communications program? And more important, is “Facebook Deals” the only opportunity available in this field?
We all know it’s critical to build up social media engagement at an excellence-level – and not just deliver messages to an audience – in this “era of influence.” This is key if you are trying to boost your sales by attracting customers through digital conversations. At Porter Novelli Madrid, we understand you cannot market products successfully without first testing what social engagement channel will work best. It is clear that “Deals” is facing a strong competition from Foursquare’s new wave of gadgets like photos and comments. But there soon may be a brand new rival entering the battle: the new recently patented long-range Bluetooth services –see photo- with up to 30 kilometers range. This service is marketed in Spain by Aircable, in cooperation with Porter Novelli through Mobile Ad campaigns.
Pros and cons:
1. Facebook Deals: it´s the fastest growing social channel in Spain, and smartphones are also showing incredible growth figures. But you still need mobile Internet access, which is not cheap. Foursquare: Spanish 4sq fans are not in the millions like Facebook fans. And you still need a smartphone with Internet access.
2. Bluetooth 3.0: you can reach 48.7 million mobile lines (according to 2010 CMT data) at a cost of close to zero to spread ad campaigns in the right place (e.g.,a shopping center) at the right moment. Cons: the customer has to keep his or her Bluetooth permanently. And to be non-invasive and respect the Spanish laws, the user must say “yes” (and download the deal offer to Messages files) once her or she receives it on his or her terminal.
These are three good opportunities to test. No idea about which will win. But you would better to start now to test how your products engage -on mobile mode- with your target audiences, preferably with a good driver to advise you how to navigate well. And do not forget to build up a PR campaign around each test to secure a massive participation –and amplify the impact- among your target audience.