Facebook hosts 'Discover Growth' for marketers

Addressing the needs of marketers in the digital age, Facebook hosted "Discover Growth" in Mumbai on Wednesday.

The event brought together marketers and advertisers to discuss key strategies focused on growth marketing and how Facebook solutions can help businesses drive growth.

Today's marketers are working in a complex environment with increasing consumer choice and fragmenting media environment.

With mobile becoming central to our lives, people are spending more and more time on mobile and consuming more content on their phones which has not only led to a very different and dynamic consumer purchase cycle but has also created an opportunity for businesses to find newer sources of growth.

"With over 217 million monthly active users in India - most of whom are active on mobile - Facebook is at the heart of a mobile-first shopping journey. We want to help all marketers and businesses drive revenue growth by tapping into the shift in consumer behavior towards mobile, and help them adopt practises to drive both penetration and loyalty," said director India and South Asia Facebook, Sandeep Bhushan.

Attendees at the discussion gained an in-depth insight into Facebook's mobile solutions that can help marketers grow and engage consumers at every step of the purchase journey.

The discussion provided insights into acquiring customers and generating intent, creative ad formats on Facebook, and measuring what matters to users on Facebook.

"FB in no time (within a period of 6 months) has become one of the key contributors to our business for orders from retargeting channels. It is heartening to note the level of ownership and spirit of partnership that has led to such effective and impactful campaign," said Group CMO, MakeMyTrip.com and Goibibo.com, Saujanya Shrivastava.

"Partnering with Facebook on the launch campaign for Vodafone Supernet 4G helped us cut through the clutter immediately, build awareness with the right audience and achieve incremental reach over television. With the target audience leaning towards digital, Facebook delivered some of the highest impact across all media vehicles on driving salience and key brand messages," said EVP - Brand Communications and Insights, Vodafone, Siddharth Banerjee.

Brands and businesses across industries in India are already taking advantage of Facebook's full-funnel marketing solutions.

Brands like Lakme, Magnum have run impactful feed friendly short form creatives on Facebook and seen lifts in Purchase Intent. E-commerce and travel brands such as Jabong, Shopclues, MakeMyTrip have used dynamic ads to capitalize on intent and find interested customers.

With Facebook's Lead ads, brands like Raymond and Mahindra have been able to drive offline sales, while others like GSK, Vodafone, Mondelez and Myntra have leveraged Facebook's measurement solutions to measure outcomes that matter to them and refine their marketing spends.