A new survey has revealed how marketing professionals are struggling to convince decision-makers about the value of content marketing, due to a mix of high expectation and a lack of focus in terms of clear marketing ROI. And, while budgets are growing, it is getting harder to deliver the results now demanded by those holding the purse-strings. Marketers are under more scrutiny than ever, as the pressure is on to achieve the desired result. Kirsty Daniel investigates the survey findings.
The London School of Marketing (LSM) has released a whitepaper titled Facebook Advertising through the Years, in which marketing experts claim Facebook advertising is no longer a cost-effective option for marketers who are seeking to build new audiences or attract new customers.
The whitepaper states: ‘From its early days, Facebook showed great promise to marketers. However, between its inception in 2004 and now, Facebook advertising has changed. For some, it has shifted from being every marketer’s dream to, quite frankly, a lost cause. While it vocally favours its users, lately Facebook has done little to satisfy marketers. Yet at the end of the day, it is the marketers who provide Facebook’s revenue.’
Now more than ten years old, Facebook has over a billion users and it is still growing. The lengthy whitepaper tracks the evolution of Facebook advertising over the past ten years, from the introduction of the ‘like’ button, to the demise of organic advertising.
The whitepaper concludes: ‘Marketers have been using Facebook advertising for over a decade and its continuing popularity with consumers makes leaving the social media site seem unwise. However, problems with the platform have continued to grow. While Facebook remains a strong way to build brand presence, when it comes to reaching new audiences or attracting new customers, marketers are now finding that their advertising budget is better spent elsewhere.’
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