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Advising the hotel industry how to increase their online revenue

Search Marketing or Display Ads: the Facebook case


Ok, forget what I said about display ads if it comes to Facebook!

I’ve just seen a blog today saying that Facebook is now the most popular social media site in the UK. Facebook has definitely made a lot of headway if it comes to advertising after much critique about their business model last year. On Econsultancy today the question is asked: Are marketers moving their Google search dollars to Facebook’s display ad business?

While this may be a bit over the top at the moment, the advantages of running display ad campaigns on Facebook are obvious. People voluntarily share information about themselves which enables marketers to target their ads much more precisely. Facebook has increased its market share and manages to engage its users more than other social media sites such as MySpace. Moreover, there is still less advertisers competing with you on Facebook than on Google AdWords and both systems are auction-based.

Research has shown, however that local advertisers are much more successful than large companies. The latter are often seenby Facebook users as being intrusive. People value information about local offers and events while they feel annoyed when they come across the same banner advertising on their community site – which they regard their private space – as they see everywhere else on the web.

For hotels, Facebook could therefore be a brilliant opportunity to advertise to the local market: meeting space, weddings, events and F&B, like those numerous Christmas parties and brunches and lunches coming up. Think about it!

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Filed under: Display/Banner Marketing, Social Media Marketing, , , , , , , , , , ,

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