How Facebook Advertising Changed The Marketing Landscape Forever
Article Overview10min read
While Google’s paid per click marketing is still valuable today, Facebook was able to take it one step further because of the nature of its platform that allowed for rich user data. With over 1 billion users currently on Facebook, a habit has developed with users constantly trying to update their network with every minute detail of their lives. Facebook has an undisputed advantage because of this. Marketers know and can see the potential and massive reach Facebook has.
In 2005 the world had yet to be introduced to Facebook marketing. It has since come a long way from its humble beginnings. Kevin Colleran was the first ad guy who introduced social customer acquisition. With rich user data available at hand, Facebook began leveraging this information to target the right audience. It was a successful strategy and has since expanded massively to help marketers find their target niche and put the right products and services in front of them.
The goal of Facebook is to make advertising seem natural, like an extension of what you are already doing on Facebook. For instance, Facebook doesn’t want to interrupt your daily life, yet will make present ads in a natural and harmless manner and make it seem like it is part of your daily Facebook activity. Advertisers were allowed to place products and ads between stories that were meaningful. This triggered an emotion. The ad platform helps businesses tap into the right audience by placing the right newsfeed directly in front of them.
Back in 2009, Facebook introduced new features to allow businesses to segment their audience based on age, location, gender, language, educational level and profile keywords. This became a hyper targeting method to find potential customers and target people on an array of characteristics. This helped marketers reach the right people effectively at the right time.
Marketers are now able to measure the performance of their ads, optimize their ads for better performance in the future and to achieve high click through and conversions.
July 2016 saw Facebook pass 1.7 billion active users a month. This is a massive potential market for advertisers of today. Users and advertisers continue to grow and expand this huge social media platform and it has helped businesses find a method to lead in revenue growth. Once you understand the fundamentals of social targeting, engaging people that matter to your business will become the norm.