If you haven’t already heard, Facebook has opened its Internet.org Platform, which allows developers and entrepreneurs to reach a potentially new audience. Internet.org allows those in developing countries to access a limited mobile internet for free as a result of a deal between Facebook and several mobile network operators. Opponents to this idea say that rather than opening a free web to new audiences, it is simply bringing a closed and exclusive web to those who have no other online access.
What Does This Mean For Marketing?
The Internet.org platform means that more businesses can get involved, which makes it less exclusive and more open to all internet. The only restriction is that businesses have to get past the gatekeeper of Facebook before they are able to publish content.
How does this affect mobile marketing? If you promote products or services only to developed and wealthy nations that are able to afford your prices, then your marketing strategy won’t likely change. However, if you want to promote to any market worldwide, then this could be a way to build your brand with audiences that are currently hard to reach.
Possible Strategies
For some countries, you could have two different web strategies. One for Internet.org and one for the regular world wide web. The regular website would have a bigger file size, and it can have things like videos and larger images. The Internet.org content should be a smaller file size with no videos, and it won’t be able to have too many images. It also will need to conform to other rules set by Facebook.
The content you have for Internet.org could also be different from your regular internet content. It’s important to remember that those using the service may not be able to access image-heavy email, but they could receive things like SMS messages. The success and power of Facebook’s Internet.org platform and project is impossible to know right now, but with such a high level of backing from the company, it’s probably that early adopters can get at least some benefits from involvement.
Winners of the 2013 National Geographic Traveler Photo Contest https://t.co/qQayHNIvFq pic.twitter.com/WLUZh1IZJS
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