Facebook's Burgeoning Role
Facebook's role and capabilities throughout the sales process continue to grow as it adds new targeting functionality, ad formats and technology. But can it carry its users though the entire sales funnel on the path to purchase?
"In theory, it could drive the entire process," Friedlander says, but Facebook still has issues to resolve around millennial usage and overt advertising.
Kimberly-Clark knows the value of word-of-mouth advertising and authentic recommendations. Its products are physically touched by nearly one-quarter of the world's population every day, according to the company.
"Consumers are going to listen to other consumers," and the best content brands can provide is content that's inspired by consumers, Friedlander says. Brands need to embrace potential influencers who tell stories that promote ideas or drive awareness.
"Let's start with people and good storytelling," he says. "Brands need to leverage influencers to deliver insights and inspire consumers about the category."
Time is valuable, Friedlander says, so "brands also need to look at new forms of storytelling like the six-second story to deliver these messages to consumers quickly."
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