Coca-Cola executive Wendy Clark is using her role as a Facebook adviser to outline what she says is a top reason the social networking service needs to get mobile advertising right: reaching emerging markets.
Consumers in developing economies are more inclined to use handheld devices than traditional computers. So to reach customers in such regions as Africa and parts of Asia, Coca-Cola has to make mobile ads work on commonly used sites. “Facebook is the Internet for them,” says Clark, a senior vice president of marketing at Coca-Cola who serves on Facebook’s council of ad clients. “If you start to cut into emerging and developing markets, the mobile phone is the easiest and most direct medium that we can reach consumers with.”