I’m often quizzed by marketers about my thoughts on the integration of social media and online advertising. I’ve come across several online marketers who believe social media networks such as Facebook actually have a negative impact on online advertising. There are others who believe social media and online advertising are mutually exclusive and businesses are better off picking one or the either.
Being an early adopter of social media and a veteran online marketer, I can safely say that Facebook, Twitter and other social networks have been a blessing in disguise for the online advertising industry. My thoughts are echoed by the findings of the International Advertising Bureau which indicates Facebook helped online advertising grow 27.5% year on year in the U.K. to reach almost £1bn in a total internet ad market valued at £4bn. Facebook helped increase the internet’s slice of advertising to 25%, with television having a 26% share of the market.
Further, the findings confirm that Facebook and mobile have emerged as the fastest growing advertising channels last year. The mobile internet has come off age, so a large number of businesses are now able to get the best of both worlds – Facebook and smartphone, for their advertising needs.
The Facebook Effect
Interestingly, Facebook UK reported £100m in ad revenue last year, although all the IAB believes “display advertising in a social media environment” grew by 200% last year. There’s no doubt advertisers are hungry to get a slice of the Facebook advertising pie. In fact, the explosive growth of Facebook has meant there’s a reduced spending on paid-for search – effectively money spent on Google – down from 61% to 57%. In my opinion, it’s not surprising that businesses are gradually moving away from the conventional Google advertising model to a more innovative Facebook marketing model.
Why should your business advertise on Facebook?
Just in case you didn’t know, Facebook offers an opportunity to connect with more than 600 million potential customers. You can choose your audience by location, age and interests. The Facebook advertising model is highly flexible – you can use image and/ or text-based ads and use what works best for you.
Further, Facebook offers a highly flexible budgetary mechanism. As a business, you can set a daily budget you are comfortable with. It’s easy to adjust your daily budget at anytime. Further, you have the option to choose to pay only when people click (CPC) or see your ad (CPM).
It’s all about relationships!
I often say that an advertising campaign is as good as its human factor. If it touches the audience hearts and leaves a lasting impact on their minds, it was worth the money and effort spent. Facebook is a great place to build business relationships. To get started, you can build a Facebook page, build a community and engage with your followers.
Do you use Facebook for your online advertising needs? Has it been an effective advertising medium for your business? Please share your opinion by leaving a comment below this post.