Most people do not want to ‘search’ for the information on the Internet. They would rather go through a phase of discovery, during which they hope to unearth interesting or useful data. Social networking websites like Facebook are usually not concerned with this search process, and happily leave this task for the search engines like Google and Yahoo. Another objective of a searcher is to reach a particular goal or to buying decision. This is a digital marketing task that social media web sites like Facebook can do very easily.
For example, imagine there is a person who wishes to buy a new sports car. In most cases, the person would first run a search on Google for a list of suitable manufacturers, before selecting a few companies for further research. They may then ask their friends for their opinion on their selections. Some friends may recommend a Ferrari, while others may recommend a Porsche. Prospective buyers will usually question their friends further about their car choices. Once satisfied, the user may conduct additional online research, before finally deciding which car he or she wants to purchase.
Now instead of this lengthy process, imagine posting a Internet marketing line on your Facebook wall saying something like, ‘Can anyone recommend a good sports car to buy?’ You will soon get replies both from your friends, as well as brand/third-party data. Moreover, Facebook will gather digital marketing data about ‘likes’ to help you check which products/brands may be worth further consideration. This Internet marketing search facility of Facebook achieves two goals: It links a user’s graph research with their extended research, but, more importantly, it keeps users away from using Google also.
Digital marketing brands continue to analyse the value of a Facebook fan and how they should purchase vs earn exposure. A useful method of attracting brands is to give them points through which they can connect with their customers. Google improved its business model through the relevant intersection of content and intent. If Facebook includes consumer questions within its digital marketing graph, it would give brands a better measure of user intent, not only enhancing its digital marketing ad properties, but also improving its standing vis-à-vis Google.
We usually witness new innovations only when competition is present. So the increasing digital marketing competition between Google and Facebook is expected to result in more engaging consumer experiences.
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