Social media has changed the way businesses running online and with the explosive popularity of Facebook, there have been many pieces of research seen examining Facebook marketing and its implications on businesses. In the business world, social media has created its own niche, organizations are hiring social media analyst community managers in bulk to get more and more user data. Since Facebook inception in January 2004 by a Harvard sophomore Mark Zuckerberg, over 600 million active users are connected with Facebook. Facebook profiles are more detailed than any other networking profile thereby produces a great marketing and business opportunity.
Facebook is a gateway for the business to grow and maximize their profits. Marketers are keener to utilize the business tenacities as a part of their company. Small-medium enterprises are running campaigns over the Facebook platform to expand their business. Globally the total number of users on social media platform is estimated to grow from 3.29 billion in 2023, that is 43% population of the whole world. The amazing part is Facebook sole has 600 million active users, providing enormous opportunities to different business to embrace this dormant marketing channel. In this study, we will try to address the pertinent question, can Facebook marketing really helps the business to grow?
Social Media- An Era Of change
Since its beginning, Facebook is significant culturally become a vital channel for business to promote their goods and services including those who relies on the political sphere. As per online assignment help source in 2012, Facebook accounted for over 600 million active users that make it one of the largest social networks in the world. The attractiveness of Facebook proactively supports the marketers to create and run simple ads campaigns no matter what is your targeted audience.
At present there are two aspects of social media, the first platform major and minors will be used to provide underlying technology and business experience and second, it has largely been driven by user interference. The rise of social media and the way it has impacted both marketing and consumer behaviour might recall the earlier popular site such as Myspace and Friendster. These are the precursors to Facebook development and every next social site development. Along with Facebook, there are continuous chatting sites such as WhatsApp, Snapchat, Internet Relay Chat built on the early digital mobile standard of the 2000s.
Across all the social networking platforms including Facebook, historically to the present, the dominant business model utilizes users monetization by giving them access to advertisement. Trusov et.al 2009, demonstrated certain kinds of interaction happened only at social networking sites that can provide positive outcomes to the business such as new customers, acquisition of the products. More recently many research companies have started to explore the rise and fall of social media platforms to discuss advertisement tactics.
As we have already discussed how the Facebook witnessing billion of users with time, for any firm, this is a cheap way to spread marketing news and a brief overview of products and services being delivered across the world. Nowadays marketers should use Facebook to build higher customer engagement. From 2014 -2015 the content at Facebook has increased 35% but the engagement level is decreased by 17%.
At the current time, 9 out of 10 employees in the US and European countries have their presence on Facebook having marketing issues. For much traditional company who has great presence offline, still find it difficult to promote their services online. They still exist a huge knowledge gap that makes them unable to utilize the features of this platform effectively. To know more about Facebook strategies, get instant assignment help from SourceEssay.
In an analysis of the 30 biggest Facebook pages, and their positing behaviour in 2016, it was examined, the average brand posting will be done 1.2 times per day. Bigger giants like Disney and Amazon posting 3 times on an average every day.
According to assignment helpers to get the best views, posting has to be done on weekends at 9 A.M and in between, 1 P.M to 3 P.M. This is because people seem to be happier on Sunday, Friday, Thursday and Saturday and this would be the best timing too for posting. However, it is also examined by Wurth and Stueber, posting at 3 P.M will account the most clicks and at 1 P.M sharing of the post will be hired.
Brand Pages Advertisement
Everyone in today times experience online shopping and recurrent brand posting till we buy the products. This is because every movement of the customer is closely analyzed by these sites. At Facebook, every kind of organization, association, group team can display their advertisement page or share it within the potential group where they can generate leads.
On Facebook companies available solely to generate sales, social donation groups, NGOs, universities or even a person just wanted to reach a wider customer base. Facebook allows the organization to create a brand page as well conducting n number of events without charging anything. Many companies often underestimate organic marketing because it is free, however, some startups still utilizing this mode to reach a large audience. A private person can sell their products, clothes, even technology items etc. Get to know more about organic traffic relevance for your tuition assignment from an essay writing service driven by SourceEssay.
Commercials On Facebook Itself
Advertising banners across Facebook are often personalized because everyone will leave one mark over the platform but beyond that some rules and policies you have to adhere to. Most of the advertising firms ask for personalized data from Facebook to sell the brand that they want. The classical way to identify the types of customers is called cookies. Everyone must have seen the cookies when they visit any site. Small text files of the website are saved on the computer to recognize the customer meanwhile a quite new technology emerges called browser fingerprinting. The information got from both sides merged to produce a detailed profile of the customer with preferences and aversion of the products they consume. This data Facebook provides to the company that they further used to set the targeted audience preference list.
Factors Influencing Customer Behaviour
Before running campaigns and creating an advertisement page, every firm must know the factors influencing customer behaviour on Facebook. Shao and Ross in 2015 illustrated how Facebook users are highly influenced by the content visible to them. For the customer who is already familiar with Facebook entertainment won’t be important anymore. Marketers should always have this in mind to redesign the campaign, banners and generating more and more online discussion such that more reviews will be spawning when the quality of products will be higher.
If the marketers are trying to catch their consumers, again and again, this also tells about their consumer attitudes. Experience and Extraversion iskey to increasing customer engagement. Similarly better knowledge of the consumer and products belongs to infinite activity on Facebook. The point is that sharing of the content is open and it is most likely influences consumer behaviour. Consumers are experienced more advertisements that are not just commercial even those are a bit emotional too. Multisensory and photos are getting good feedbacks, like comments and shares as compared to simple banners.
It is often identified consumer shares the post received from another customer that doesn’t mean to commercial. The sharing of brand posts is quietly helpful in initiating the prices of goods and services. As per January 2012 data, 12 million people like brand pages every day and about 50% of all follow the brand page. This is because world companies’ investment in brand pages has been increased by $4.3 billion. To know more about Facebook aspects and their effects on consumer behaviour, ask cheap assignment help from SourceEssay experts anytime.
The Rise And Fall Of Facebook Marketing
The concepts of Social media ads and mobile marketing have improved the user’s experiences and exploring the customer profile. According to the research of O Milley, 62% of generation 4 has access to the community and among them, 48% joined the community who are just there to promote or sell respective brands. In fact, the same research revealed, only 19% will check the ads and 39% will never check the ads. People use Facebook just to socialize rather than thinking to buy products.
At Facebook, it is the seller duty to the communicate brand positively to enhance the word of mouth techniques rather than emphasizing trying the products. And if Somehow seller dominates the community member, then it will somehow losses the benefits and opportunity might get served. Many organization spend $10000 on sellers in a hope they will solve the challenges comes during marketing at Facebook and conquer the distinct challenges. The other cost company would incur is the opportunity cost and time that they used to develop the marketing strategy.
Surprisingly in research of essay help conduct, it has been identified 65% of the respondents have denied they were benefited from the social media campaigns in fact they incur losses. However the research can be misleading as 36% of them have said, they don’t have the much practical data required to analyze an investment. The same report also said the success of the company was even get enhanced when they incorporated social media strategy along with the offline advertisement.
Ertell, 2010, believed loyal customers always want to connect with the company through social media, but it is totally business responsibility how they are using Facebook to attract the customers. Ertell said, 49% happily joined the company, and ask for more product information but for that company needs to produce relevant, fresh and interactive content on Facebook.
Facebook is becoming the newly emerged highly used marketing tools companies exercised to enhance brand awareness, maximizing profits and reaching to wider customers. Organizations are interested in exchanging information, spreading product information and enjoying online trading mode. Marketers are keener to utilize the business tenacities as a part of their company. In this article, we came to know small-medium enterprises are running campaigns over the Facebook platform to expand their business. The attractiveness of Facebook proactively supports the marketers to create and run simple ads campaigns no matter what is your targeted audience. However every time it should be kept in mind that sharing of the content is open and it is most likely to influence consumer behaviour. However to use Facebook, effectively it is the seller duty to spread information positively to enhance the word of mouth techniques rather than emphasizing trying the products because people use Facebook just to socialize rather than thinking to buy the products. In Facebook, every kind of organization, association, group team can display their advertisement page or share it within the potential group where they can generate lead.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
Al-Hadban, Nora & AL-Ghamdi, Hadeel& Al-Hassoun, Thekra&Hamdi, Prof. (2014). The Effectiveness of Facebook as a Marketing Tool (Saudi Arabia case study). INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY. 10. 1815-1827. 10.24297/ijmit.v10i2.637.
Ertell, K. (2010). The key to driving retail success with social media: focus on
Facebook. Retrieved , from http://www.foreseeresults.com/research-white-papers/the-key-to-driving-retail-success-with-social-media.shtml. Data accessed on 16 Jul. 21
Ghosal, Indrajit&Sarkar, Moumita. (2018). IMPACT OF SOCIAL MEDIA IN SMALL BUSINESS INDUSTRY: A STUDY ON FACEBOOK. 2.
Leung, X. Y., Bai, B., &Stahura, K. A. (2015). The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169.
Ramsaran-Fowdar, R. R., &Fowdar, S. (2013). The implications of Facebook marketing for organizations. Contemporary Management Research, 9(1).
Stueber, H., & Wurth, S. (2017). A Literature Review of marketing and Facebook.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus
traditional marketing: findings from an internet social networking site. Journal ofMarketing, 73(5), 90-102. http://dx.doi.org/10.1509/jmkg.73.5.90.