{"id":2056,"date":"2019-06-29T09:58:10","date_gmt":"2019-06-29T07:58:10","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=2056"},"modified":"2019-12-12T17:50:29","modified_gmt":"2019-12-12T15:50:29","slug":"facebooks-digital-wallet-calibra-what-it-could-mean-for-marketers","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/facebooks-digital-wallet-calibra-what-it-could-mean-for-marketers\/","title":{"rendered":"Facebook\u2019s digital wallet Calibra: What it could mean for marketers"},"content":{"rendered":"
<\/div>\n

The company plans to launch a digital wallet in 2020, setting the stage for global e-commerce opportunities.<\/h2>\n\n\n\n

Facebook announced it is launching a financial subsidiary in 2020 called\u00a0Calibra<\/a>\u00a0that will include a digital wallet offered as a standalone app and built into Messenger<\/a> and WhatsApp<\/a>.<\/p>\n\n\n\n

The digital wallet will enable global users to make financial transactions using Libra, the newly formed currency powered by blockchain<\/a> technology backed by Facebook<\/a> and a number of leading financial, technology and venture capital organizations, including Mastercard, Uber<\/a>, PayPal<\/a> and Andreessen Horowitz. Libra will be governed by the Libra Association, formed to promote adoption of the currency and developer platform. Each founding member company, including Facebook, will have a single vote on governance issues.<\/p>\n\n\n\n

Facebook is still in the early stages of this effort. Addressing privacy concerns, the company has said it will not share user account information or financial data with a third party without a user\u2019s consent. Facebook also said Calibra\u2019s user data would not be used for ad targeting on Facebook\u2019s platforms. That doesn\u2019t mean there won\u2019t be implications for advertisers, however.<\/p>\n\n\n\n

Facebook looks to drive more ad business with Calibra<\/h2>\n\n\n\n

Even without using Calibra\u2019s data for ad targeting purposes, Facebook expects its move into the cryptocurrency market will have a positive impact on ad revenue.<\/p>\n\n\n\n

\u201cIf more commerce happens, then more small businesses will sell more on and off platform, and they\u2019ll want to buy more ads on the platform so it will be good for our ads business,\u201d said Facebook VP of blockchain David Marcus during a briefing in San Francisco reported by TechCrunch<\/a>.<\/p>\n\n\n\n

Forrester analyst Meng Liu agrees that Facebook\u2019s Libra project has far-reaching implications, essentially creating a shopping ecosystem within the company\u2019s family of apps.<\/p>\n\n\n\n

\"Facebook\u2019s<\/figure>\n\n\n\n

\u201cBusinesses will be able to buy and sell products on its platforms without having to use any other vendors\u2019 online\/in-store digital payments,\u201d Liu told Marketing Land. \u201cFor brands on Facebook\u2019s platform, they can potentially leverage Facebook\u2019s cryptocurrency to provide more easy and effective payment which can even include cross-border e-commerce payments.\u201d<\/p>\n\n\n\n

Creating global e-commerce opportunities<\/h2>\n\n\n\n

Marketers are paying attention to the cross-border payment capabilities Facebook\u2019s Calibra will offer.<\/p>\n\n\n\n

\u201cIt\u2019s a way for Facebook to bring e-commerce into developing countries, where they don\u2019t have stable currencies or means to pay,\u201d said Steve Weiss, CEO of the digital marketing agency MuteSix, \u201cI think it could be a massive opportunity for eCommerce advertisers to reach new consumers internationally while at the same time increasing the amount of time spent in Facebook\u2019s family of apps.\u201d<\/p>\n\n\n\n

Josh Thompson, senior paid social media strategist at digital agency Portent, echoed Weiss\u2019 comments: \u201cThe digital wallet will give 1+ billion people around the world who don\u2019t have a bank account the opportunity to purchase online.\u201d<\/p>\n\n\n\n

Calibra\u2019s potential barriers<\/h2>\n\n\n\n

Whether or not Facebook will be able to drive global e-commerce within its apps via Calibra depends entirely on the success of the Libra cryptocurrency it is helping develop.<\/p>\n\n\n\n

\u201cData privacy issues, customer trust issues, regulatory uncertainty, the absence of China and many other strict cryptocurrencies regulated countries, other competing but more mature \u2018good enough\u2019 technologies are all great barriers that Facebook needs to overcome,\u201d said Liu, \u201cEven if it can be successful, it will be a long term project.\u201d<\/p>\n\n\n\n

The Forrester analyst warns brands to be cautious, but prepared, for Facebook\u2019s coming digital wallet.<\/p>\n\n\n\n

\u201cDon\u2019t overestimate its impacts and benefits, but be ready to have reliable anti-money laundering, anti-fraud, and know-your-customer mechanisms in hand to prepare for Facebook\u2019s disruptive, but uncertain, digital wallet project,\u201d said Liu.<\/p>\n\n\n\n

Cryptocurrency\u2019s biggest critics<\/h2>\n\n\n\n

Creating a way for worldwide users to engage with brands \u2014 and purchase from them regardless of their geographic location \u2014 could dramatically impact Facebook\u2019s business model and further cement its dominance as a social platform. But, it\u2019s not going to be smooth sailing for Facebook in the coming months.<\/p>\n\n\n\n

Within hours of the Calibra announcement, U.S. lawmakers<\/a> called on Facebook to halt its cryptocurrency plans and requested company executives testify before Congress to address data privacy and security concerns around the company\u2019s plans to launch a digital currency.<\/p>\n\n\n\n

The U.S. isn\u2019t the only country pushing back against Project Libra. India, Facebook and WhatsApp\u2019s biggest market, recently proposed a law<\/a> not only banning cryptocurrency, but included a bill proposing a 10-year jail term for anyone that deals cryptocurrency.<\/p>\n\n\n\n

Facebook told TechCrunch<\/a> it doesn\u2019t plan to launch Calibra in countries where it does not currently have a presence \u2014 including China, North Korea, and Iran \u2014 and that the Libra Blockchain will be global, but whether or not users have access to it will be left up to custodial wallet providers who get to decide where they will and will not operate. 
<\/p>\n\n\n\n

If Libra succeeds<\/h2>\n\n\n\n

Much is riding on the success of the Libra cryptocurrency for Facebook. But, should it succeed, marketers are ready for the added e-commerce and customer experience possibilities it could provide.<\/p>\n\n\n\n

\u201cIt\u2019s a way Facebook can keep users inside of its platforms \u2014 Instagram, Facebook, WhatsApp \u2014 longer, while, at the same time, increasing conversion rates for e-commerce advertisers because the expectation will be that consumers will be checking out using the Libra coins, and it will be all one seamless experience,\u201d said Weiss about the launch of Facebook\u2019s cryptocurrency.<\/p>\n\n\n\n

Thompson also sees the potential for higher conversion rates and seamless user experience in terms of transactions via a Facebook-owned digital wallet: \u201cRight now, most websites have a poor user experience and are not optimized for the mobile device compared to Facebook\u2019s network of apps.\u201d<\/p>\n\n\n\n

<\/p>\n\n\n\n

Source: https:\/\/marketingland.com\/facebooks-digital-wallet-calibra-what-it-could-mean-for-marketers-262741<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"

The company plans to launch a digital wallet in 2020, setting the stage for global e-commerce opportunities. Facebook announced it is launching a financial subsidiary in 2020 called\u00a0Calibra\u00a0that will include a digital wallet offered as a standalone app and built into Messenger and WhatsApp. The digital wallet will enable global users to make financial transactions […]<\/p>\n","protected":false},"author":3,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[3],"tags":[77,5,6],"class_list":["post-2056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-digital-marketing","tag-facebook","tag-social-media"],"yoast_head":"\nFacebook\u2019s digital wallet Calibra: What it could mean for marketers<\/title>\n<meta name=\"description\" content=\"Facebook announced it is launching in 2020 called Calibra will include a digital wallet offered as a standalone app and built into 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