'Know your consumers, maximise returns': Facebook steps up the brand pitch

The platform has taken up an industry-wide exercise to familiarise brands with their consumers

What do brands want from their social media engagement? How can they get the maximum out of customer interactions? And what happens when digital does not deliver its promised set of customers?

Ask Facebook; that is what the social media giant wants advertisers and marketers to do as it sets down the rules of engagement for brands and consumers on its platform. Using a series of reports that it commissioned through 2018, the team in India is reaching out to brands and advertisers to help them sharpen their pitch and maximise their returns from the platform.

Today consumers demand utmost