What marketers need to know about the brewing social login
battle
Facebook, Twitter and Google are jockeying for dominance in
social logins, which has implications for audience insights and for targeting
social ad campaigns.
Social logins can be an important tool for mobile marketers,
but few creative uses exist, such as KLM’s Meet and Seat. Building trust with
consumers is key to using social logins effectively but with offerings from
Google, Twitter and Facebook continuing to evolve as they look to gain
dominance here, this could give pause to those who are already not sure about
how to proceed.
“Marketers should take a keen interest on the social login
battleground,” said Amy Gale, associate planning director at Isobar US.
“The current vying for dominance in social logins is of
benefit to brands - assuming one company succeeds,” she said. “A monopoly
within social login formats works in a marketers favor.
“One source of social login data provides marketing teams
with a more holistic view of their audience, which is inherently more
actionable.”
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