The Efficiency and Effectiveness Problem of Facebook Marketing
With more than 800 million active users (“Facebook F8,” 2011), Facebook is currently the world’s most popular social network. The considerable number of audiences provides marketers with an ideal platform to post promotions and advertisements. Activities integrating marketing practices with Facebook features are referred to Facebook marketing. Statistics show that (Bullas, 2010) the number of Facebook Ads has passed the milestone of 1 trillion, which is a powerful evidence of the popularity of this marketing platform. However, the return of advertisements on this platform cannot entertain marketers’ expectation on account of several inferior mechanisms of Facebook marketing. This essay will analyze problems concerning the efficiency of Facebook marketing and present solutions to them. A conclusion will also be drawn.
Recent research (Bullas, 2010) indicates that the click through rate, which is a key metric of the response to an online commercial, of Facebook advertisement is only 0.05% on average, far below the figure of Google which is 8%. A possible reason of this enormous disparity is the conditions for the emergence of these banner advertisements. Though Facebook allows advertisers to deliver marketing information direct to their target audience according to age, gender and interest (Castle, 2009), the information is not so up-to-date that reflects the user’s instant requirement which users are willing to meet through reading advertisement. Little audience is attracted to click the link if the marketing information presented on users’ homepages cannot efficiently matches with their need. Without the delivery of advertising information through clicks, the effectiveness of such marketing practices is limited.
Another problem concerning Facebook marketing’s effectiveness is the existence of “click fraud” referring to deliberate clicks on sponsored links with the intention of malicious...
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