Posts Tagged Facebook
A number of years ago, when our first child was born, we placed an announcement in the newspaper like good dutiful new parents. What we got in return was a bunch of calls from financial planners pitching education savings plans. Needless to say we did not announce the births of any of our other children in this way. What might look like smart, targeted marketing to some can come across as cheap, offensive, underhanded and even a bit sleazy. And I ask myself this week “Is this the future of Facebook marketing?”
When Facebook ads first came out, I was astonished at how untargeted they were. Work-from-home, date sites and cheap loans were the order of the day. Eventually you could vote for or against these ads, but even this appeared to have little impact on what actually appeared. I quickly tuned out and scarcely notice Facebook ads anymore at all.
What is far more effective, in my opinion, is the targeted search results that come back on Google. I am actually looking for something, and Google helps the marketers find me. It is a win-win. It is not intrusive or invasive, at least not the way I see it.
Facebook users signed up to share with online friends. In contrast, Facebook wants to open the data up to reap a fortune in mining personal data for marketing purposes. The crux of the matter is that Facebook and its users have diametrically opposed views of what the intended use and audience of all this data is meant to be. This is a circle not easily squared. How Facebook navigates these treacherous waters will indeed decide its future.