Canadian Retailer - Summer 2014 - 16

SOCIAL MARKETING

CANADIAN RETAILERS
DRIVE SALES WITH MORE
PERSONALIZED BRAND OF
ADVERTISING
Embracing digital technology and mobile marketing
strategies to increase sales
BY JORDAN BANKS,
Global Head of Vertical Strategy and Managing Director, Facebook Canada
IT used to be that all business was personal. People

shopped at local stores and it was common for retailers to know and anticipate their customers' unique
buying habits-the day of the week they shopped,
their shoe size, or the cut of beef they preferred.
However, this all seemed to disappear with the onset
of mass media. Suddenly, businesses could speak to
more people, albeit in a more impersonal way, through
television commercials or magazine ads. And while
successful brands were built on that premise, we lost
that personal connection with the businesses.
But, just as mass media changed things all those years
ago, today's technology-specifically, the evolution of
the Internet and the proliferation of mobile devices-is
forcing retailers to shift back to a more personal way of
marketing. Many are finding out that the connection
between retailer and consumer, driven at times by personalized advertising and marketing messages, cultivates a far deeper relationship than anything else.
Unlike the shared, communal experience that television delivered all those years ago, customers now
have their very own personalized screen on their mobile devices that they carry around and check constantly. Running on most of these screens are unique
Facebook News Feeds, customized to help each person discover the things that matter to them in a simple, organized and constantly updated environment.
This era of personalization represents one of the
biggest shifts in marketing in generations. And, as
the only place that 802 million people visit every day,
Facebook is uniquely positioned to lead this shift.

16 |

Jordan Banks, Facebook Canada
Retailers must take advantage of new
"personalization" era

More than 15 million Canadians visit Facebook on
their mobile phones every month, and according to a
recent survey by ComScore, smartphones are the first
thing 40 per cent of us pick up in the morning. It is the
dominant screen throughout the day for over 60 per
cent of Canadians and during prime time, the smartphone is the most popular second device.
With Facebook literally in the pockets and purses
of half of Canadian shoppers, retailers need to start

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Table of Contents for the Digital Edition of Canadian Retailer - Summer 2014

Publisher's Desk
Retail Currents
Food for Thought: The State of Canadian Grocery
Driving Sales With Personalized Advertising
Come One, Come All
Unsure About the Future
Education Leading to Organic Growth
The Total Retail Package
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2014 - cover1
Canadian Retailer - Summer 2014 - cover2
Canadian Retailer - Summer 2014 - 3
Canadian Retailer - Summer 2014 - Publisher's Desk
Canadian Retailer - Summer 2014 - 5
Canadian Retailer - Summer 2014 - Retail Currents
Canadian Retailer - Summer 2014 - 7
Canadian Retailer - Summer 2014 - 8
Canadian Retailer - Summer 2014 - 9
Canadian Retailer - Summer 2014 - Food for Thought: The State of Canadian Grocery
Canadian Retailer - Summer 2014 - 11
Canadian Retailer - Summer 2014 - 12
Canadian Retailer - Summer 2014 - 13
Canadian Retailer - Summer 2014 - 14
Canadian Retailer - Summer 2014 - 15
Canadian Retailer - Summer 2014 - Driving Sales With Personalized Advertising
Canadian Retailer - Summer 2014 - 17
Canadian Retailer - Summer 2014 - 18
Canadian Retailer - Summer 2014 - Come One, Come All
Canadian Retailer - Summer 2014 - 20
Canadian Retailer - Summer 2014 - 21
Canadian Retailer - Summer 2014 - 22
Canadian Retailer - Summer 2014 - Unsure About the Future
Canadian Retailer - Summer 2014 - 24
Canadian Retailer - Summer 2014 - 25
Canadian Retailer - Summer 2014 - Education Leading to Organic Growth
Canadian Retailer - Summer 2014 - 27
Canadian Retailer - Summer 2014 - 28
Canadian Retailer - Summer 2014 - 29
Canadian Retailer - Summer 2014 - The Total Retail Package
Canadian Retailer - Summer 2014 - 31
Canadian Retailer - Summer 2014 - 32
Canadian Retailer - Summer 2014 - 33
Canadian Retailer - Summer 2014 - 34
Canadian Retailer - Summer 2014 - 35
Canadian Retailer - Summer 2014 - 36
Canadian Retailer - Summer 2014 - Advertiser's Index
Canadian Retailer - Summer 2014 - Retail Quick Tips
Canadian Retailer - Summer 2014 - cover3
Canadian Retailer - Summer 2014 - cover4
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