The 'digital-age old question'-- what is a like worth? According to Coca-Cola's marketing team, 40-million plus fans is not an easy number to dismiss.Currently, there is no hard evidence to prove that paid advertising on FB works, but neuroscience is helping us to better understand how our brains interpret all the stimuli we are subjected to and how our behaviors are subsequently affected.
I look at it as short term versus long term gains. Branding versus immediate sales. Traditional direct marketing, all those postcards we all get in the mail, do work. Studies show that sales increase during those campaigns and drop soon after. Particularly for a company reporting to investors, a marketing manager would be hard pressed to recommend dropping a quick fix to allocate resources to a longer term, potentially more rewarding, yet questionable goal. FB advertising, as part of a larger marketing campaign has that potential to bring Coca-Cola a bit closer to the hearts, minds, (and wallets) of fans. By almost any measure, a mere fraction of 40-million is a great number.
As Coca-Cola's CMO points out "If we can't precisely measure it down to the CPM, or using traditional
methods of measurement, then at this point, so be it. Sometimes you have
to take a little leap of faith,"
http://www.theatlanticwire.com/technology/2012/06/least-one-big-advertiser-has-faith-facebook/53704/
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