Facebook Future Rests on Lessons From Wal-Mart Mobile-Ad Campaign – WSJ.com

Facebook falls in line and plays the ad sales game:

Facebook has tried to reposition itself as more attuned to advertisers’ specific needs. Over the past 12 months, it reorganized its marketing team around industries, such as retail and automotive. And in September, Facebook began pushing staff to begin their approaches to advertisers with questions about their needs, instead of making a generic sales pitch.

“I tell them, ‘Don’t walk in with a PowerPoint talking about Facebook products.’ You go in and ask questions,” said Carolyn Everson, Facebook’s vice president of global marketing, whose group oversees 1,500 brands.

And scale and guarantees still matter to advertisers:

[Walmart] wanted assurance that ads would reach enough shoppers to drive in-store sales. Mr. Creekmore got the green light for an ad package guaranteeing the delivery of 50 million mobile ads.

via Facebook Future Rests on Lessons From Wal-Mart Mobile-Ad Campaign – WSJ.com.

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