As we wrap up the Social Media segment of digital marketing,
I wanted to take a look at two companies who both used Facebook ads with much
different results. Washio is a laundry and dry cleaning pickup and delivery
service based in Los Angeles. Pricing, service and schedules are reasonable,
convenient and flexible. With a small budget, Washio targeted a select group of
20 – 30 year olds within their servicing zip codes and typically early on
Sunday mornings. Not only is that time heavy on Facebook users but it is also
the start of laundry day. This form of intelligent and specific marketing
attracts and retains the right customers. Once a user clicks on the link and
books the service, the next ad focuses more on customer testimonials and
reviews. As a customer and author of this article
states, “solid execution.”
On the flip side, General Motors pulled $10 Million from its
Facebook ad campaigns stating, “The Journal, citing people familiar with GM’s
thinking, said the carmaker began to question the effectiveness of its Facebook
ads earlier this year and GM marketing executives, including Ewanick, met with Facebook
managers to address their concerns but remained unconvinced that advertising on
the website made sense.” Perhaps some products and services don’t translate
well to Facebook ad campaigns given the target audience or inherent nature of
the product.
Whatever the case, Facebook needs to understand the success
of certain ad placements from start to finish and determine how they can
replicate it. As New York Mag’s author states, “that's the key to the company's
success -- relevant, targeted local advertising that either helps me live my
life better or provides information or context around some subject
matter Facebook knows (or predicts) I care about.
No comments:
Post a Comment