i3 - January/February 2016 - 94

CM s

OF THE FUTURE

JANE SCHACHTEL

global head of mobile & technology strategy at Facebook

really pays off towards the end of the story, and a mobile
spot whereas the payoff and what the brand stands for really
needs to happen in the first three seconds. That first three
seconds counts because that's what people are going to stop
their thumb on and take an interest in," she adds.
his may be the first
Technology doesn't just shorten attention spans, however.
time you've seen
It can also help brands deliver highly immersive stories.
the phrase "thumbFacebook's News Feed contains videos that allow viewers to
stopping," but it's not
change perspective just by moving their screens. Businesses
are experimenting with how such 360 degree video technolhard to intuit what it means
ogy could create new product experiences. Entertainment
for mobile-focused marketers:
companies, Schachtel notes, could use it to better replicate
content that's so good, you just
the experience of seeing a movie trailer in a theater. Meancan't keep scrolling.
while, the company plans to ship its Oculus Rift virtual
reality headset early in 2016.
While Schachtel says that the future of Facebook will still
As the Global Head of Mobile &
be about connecting people, she does hint at the exciting
Technology Strategy at Facebook,
new ways Facebook will help brands and marketers make
Jane Schachtel wants to help marketers make more "thumbthose connections in virtual reality. "How can they build
stopping moments. Working with telecom marketers, she's
experiences, shopping experiences, entertainment
no stranger to cutting-edge marketing technology. But
experiences and product experiences?" she asks.
ultimately, she says, technology is most important
"How can we help them do that so that people
"when it's grounded in people."
understand how products and entertain"Marketers have always followed people,"
An alternate title
ment will enrich their lives?"
she says, "first to radio, then to television and
for 'CMO' in the future:
so on."
Marketers are now following people to
L E A R N I N G F R O M DATA
Chief Marketing Officer
Facebook: After all, a billion and a half of
("That role doesn't
them are on the platform. Marketers also
Schachtel says the CMO of the future
are following people onto mobile devices,
will have the same goal as a CMO today:
change regardless of the
which Schachtel calls "the remote control
"convincing people to do or buy sometechnology.")
of people's lives." Marketers, therefore, need
thing. That role doesn't change regardless
to tell stories suited to a mobile Facebook
of the technology," she says.
experience. And so their stories have got to be
But does the technology change who is best
thumb-stoppers.
qualified for the role? Facebook, after all, isn't just
a great way to deliver marketing content to people. It's a
way
to
learn about them. How much of storytelling tomorSTORIES VIA VIDEO
row will be about creativity and how much is about data?
"There is such incredible opportunity for brands to tell
Schachtel says the way people want to receive and tell those
stories because of their understanding of people that they've
stories is evolving. "You started with texting, and that then
never been able to tell before," says Schachtel. "And that can
evolved to photography and now many people are commuopen up so many creative possibilities.
nicating with each other via mobile and via video."
"With that, though, does come an understanding not just
"There are parts of the world that can't view video as
of people but of those results and how to adapt quickly to
well as they would like", she says. "But it's really about how
the results that they're seeing. Digital first and now mobile
people tell their own stories and how brands want to tell
provides so much data and information for them."
stories and that's absolutely video." In fact, Facebook reports
CMO success, she says, requires the ability to move
eight billion video views occur on its platform every day.
quickly in light of new understanding. "The perfect CMO in
For brands, mobile video represents a new set of chalmy mind is one that's going to have the 50-50 blend of art
lenges for CMOs and agencies. Namely, Schachtel says,
and science."
mobile viewers have shorter attention spans. "Think about
the difference between a 30 second spot where the brand
The thumbs of the future had better be prepared.

JANUARY/FEBRUARY 2016

I T I S I N N O VAT I O N

http://www.Facebook.com

i3 - January/February 2016

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