The Real Problem with Facebook Advertising: Extreme Engagement
What do you do when you go on Facebook? You're probably checking out everyone else's status updates, getting in some FarmVille playtime, liking or commenting on a post, chatting with a friend, writing a clever update for your own profile, watching a video, or maybe even tracking down an old friend. Facebook is a virtual amusement park with no shortage of options. It's no wonder we spend an average of seven hours a month on the site.
In the midst of this pandemonium is the lone voice of your sponsored ad, app or brand page. Guess who wins?
The real problem for marketers is that unequivocally all-consuming, immersive Facebook experience. The issue isn't exclusive to Facebook, however. It's any media placement where the site you choose turns out to be your biggest competitor. In other words, reach doesn't equal impact.
Too much focus on reaching the 'right person'
We've all been collectively oohing and aahing over the cool (or creepy) technology that promises to find our target consumer wherever he or she roams. There's no shortage of companies with proprietary algorithms and models at the ready to help you find her (and, in turn, further ruffle the feathers of the privacy police, but that's for another post). In this scenario, the Facebooks of the media world will always turn up on top, because that's where everyone is.
But by only focusing on reaching the "right person," you're underestimating the more qualitative and definitely more hairy problems of the "right message" and the "right time."
It's a matter of context
Of this marketing trifecta, the least talked about is the right time. Unlike the right person and right message aspects of the equation, this is the one where marketers have the least amount of control. It can turn into your biggest enemy.