Indications are that Facebook India is upping stakes on the monetisation front in India.
David Fischer, VP of Advertising and Global Operations, Facebook was in India for Ad:Tech recently and in our brief meeting, on the sidelines of the event, we discussed prospects, and impediments, for advertising and marketing revenues from India. Facebook had already announced, that day (or the day-before) its decision to soon accept payments in Indian Rupees – an important move forward, saving conversion charges, particularly for retail advertisers paying through credit cards. His proactive questions seemed to suggest even then the intent.
Things are beginning to warm up and Facebook is getting serious about growing the India pie, as the recent ad for the Business Manager (India) suggests.
There is, however, a growing need to educate marketers and agencies on an array of marketing solutions that Facebook can offer, not limited to advertising.
As there is for educating the same user group on promotions guidelines for Facebook Pages, which are clearly not on the radar for most brands using Pages at this moment. The evolving character of the guidelines doesn’t help either. Given that many of the promotion options can only be leveraged through Apps, scalability (costs, time) could come in the way, and not just for smaller brands (but particularly for them). These are not India specific issues but given that Facebook presence through an India team is a recent development, it has so far had limited opportunity to work with the market. UPDATE: As many brands put all their eggs in the Facebook basket, and make their pages their prime digital asset, protecting bonafide users might become a crucial factor in Facebook’s long-term usage by marketers.
Given the track record of the Facebook India team so far, I think we could expect significant strides forward. Watch this space.
Disclaimer: Views of authors are personal and do not represent the views of Blogworks, or any of its clients.