Making it personal: At D2 conference Facebook exec has message about marketing in the digital age

CINCINNATI - It's all about you.

That's the message Facebook's Erin Hunter delivered to a roomful of Midwestern marketing professionals Thursday at the D2 (Digital Dialogue) Cincinnati conference downtown.

Hunter, global head of consumer packaged goods for the social media giant, gave a keynote on the second day of the conference at the Horseshoe Casino. Advertising Age lists Hunter among its "2013 Women to Watch"

"It's about marketing to woman, not to women. The future is not about demographic information, it's about the complete information and dataset we can use to market," Hunter said. "We'll reach her at the right point, at the right time, and with a message she wants to hear."

The two-day conference highlighted the trends, opportunities and future of consumer-centric digital marketing. Conference organizers are the American Advertising Federation Cincinnati and dunnhumbyUSA.  D2 sold out at 400 registrations.

Multitasking isn't just for work anymore. Fifty percent of moms check their phones while shopping either weekly or daily, Hunter said. Also, a recent Google study found that 90 percent of people move from screen to screen to get something done. Think Tweeting during the Grammys or looking up a new website following a commercial.

Hunter stressed that generic, mass marketing messages are quickly becoming a thing of the past. As the old ways of consuming television, news, and entertainment change, so are the ways companies reach consumers. Today advertisers have to run eight television commercials to reach the same number of people as in 1997. 

It's not easy for marketers to catch up, so they're going multi-platform, crafting marketing messages based on available data about individual media consumption and purchasing habits.

This slicing and dicing of consumer groups is nothing new. Hunter said what is different is the ability and the need for marketers to get more bang for the advertising buck, because of increasing choices consumers have for just about everything.

"We have so many new channels to reach the consumer through. Multi-screening is really the new normal," Hunter explained. "Digital media consumption has passed television, and mobile is catching up. That means everything we do from marketing perspective has to be on all these channels.

Tweets from people at Hunter's keynote found inspiration in her message.

  • Matthew Dooley, founder of Dooley Media : "Be shareworthy: don't just be IN the conversation, BE the conversation. via @ErinHunterFB"
  • Debba Haupert, founder of @Girlfriendology : Love that speaker @ErinHunterFB went to UC :) (awesome info on consumer/digital) #d2cincy

Hunter's employer Facebook is the leader in social media based marketing insights. It has more than one billion users worldwide, including 750 million who access the site by mobile device.

Small businesses and international corporations advertise on the social media site, which allows brands to target messages based on geography, age, sex, brand relationship, occupation, relationships and more.

"It's about reaching the right consumer, at the right time, with right message," Hunter said.

Connect with WCPO contributor Feoshia Davis on Twitter: @feoshiawrites

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