Since its founding in 2004, Facebook has come a long way in terms of
function and services. From a simple social networking site, Facebook has now
turned into a multipurpose platform that connects people, promotes businesses,
and supports campaigns to name but a few. In fact, when it comes to modern-day
marketing, Facebook marketing is among the big guns so
to speak.
As of 2015, Facebook
has already reached 1.59 billion users and advertisers invested around $17.08
billion on the platform. The importance of mobile marketing can’t be
understated and marketers are focusing more on this type of marketing as the
number of people who own smartphones and stay connected online 24/7 increase
each year. Although Google remains as the biggest online advertising platform
by revenue, Facebook’s ad revenue grew by 48.6% in 2015 compared to Google’s
13% growth.
Advertisers
are taking advantage of mobile marketing opportunities due to their
measurability and promising results. Consider these numbers: 86% of consumers
use mobile devices to plan their shopping trips, 4 out of 5 car shoppers use
their smartphones in the purchase process, and 72% of boomers with incomes over
$75k own smartphones—these are just some of the statistics that inspire
marketers to focus majority of their efforts on mobile advertising,
specifically on Facebook.
To help
marketers engage better with mobile users, Facebook recently released two new
ad formats, namely Facebook carousel ads and call attribution software.
Basically, carousel ads can display multiple images and links in a single ad,
while the call attribution software enables marketers to track callers and
measure call conversions.
Moreover,
Facebook’s dynamic product ads with its conversion optimization, cross-selling
functionality, and availability via Facebook Audience Network, publishers and
marketers can now reach users beyond the social network. Indeed, given the
numerous facets of Facebook marketing, businesses can definitely use the
expertise of online marketing experts who can guide them in identifying and
selecting the best strategies.
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