Predicting Digital Marketing Trends through Facebook

Many business are yet unclear how exactly to incorporate Facebook into their digital marketing strategy in comparison to Google Adwords. One of the key differences between both methods is that Adwords is a more direct form of digital marketing with benchmarks such as cost per acquisition easier to define due to Google users directly searching for what they are interested in.

In contrast Facebook is a social networking site with it visitors not using the site for finding a particular product or service but to socially interact. Due to this many companies base their Facebook digital marketing strategy on a display marketing model where it is hoped that if their product or service is advertised with the right message to the right target audience a good ROI can be achieved.

Facebook ultimately is a different type of digital marketing resource to search engine marketing in the sense that its key value lies in social networking. Unlike Google Adwords for which success can be measured predominantly through CPA, on Facebook, CPM is also of great importance. As Facebook is a socially-connected entity persuasion and word of mouth far exceed their effect on it even in comparison to highest performing Adwords campaigns.

However despite their differences an often looked factor is the data gathering benefits of Facebook, the learning's of which can then be transferred to other areas of the digital marketing campaign such as PPC and display marketing. Facebook allows digital marketers to select their target market based on their preferences, geographical location, gender and age group which cannot be done through search engine marketing. Therefore by metrically measuring the performance of a Facebook campaign over different target market choices very valuable digital marketing data can be collected in terms of the ideal customer base. This data can then be then be used to enhance the digital marketing campaign holistically as often what a business thinks is their customer base online is often quite different to the real situation. Facebook can hence along with being utilised as a direct digital marketing resource also be viewed as a great tool to help predict behavior trends. By using these behavior trends to accurately define 'High Valued' visitors who are more likely to convert Facebook can therefore work in synergy to help enhance the performance of other digital marketing strategies such as PPC and display marketing.

Qudos Digital is a leading digital marketing consultancy and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk

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