The current global marketing trend is that; most of the companies are focusing on digital platforms as their main marketing tools, as opposed to the use of print and mass media, which was highly used in the past as the channel of marketing. …
Therefore, Facebook is one of the marketing tools that organizations can apply to advertise their products, and inform their customer on their brand offering. Nevertheless, there are advantages and disadvantages associated with the use of Facebook as a marketing tool for organizations. Thus, this discussion seeks to analyze the application of Facebook as a marketing tool for businesses. First, the greatest advantage offered by Facebook marketing for business is its accessibility to many prospective customers. Facebook hit one billion active users by September 2012, creating a platform that has among the highest number of people interacting throughout the world (One Billion Factsheet, n.p.). Therefore, the application of Facebook as a Marketing tool for business will be advantageous, considering that it will be possible for the business to reach many customers, since Facebook offers the platform where a business can interact with over one billion customers in form of individuals, groups and corporate, thus providing the best target market platform that any business can reach. (Treanor, n.p.). In addition, by September, 2012, Facebook reached a high of 140.3 billion active subscribers with friendship connections throughout the world, making Facebook one of the interconnected platforms that any business can apply to advertise its products, and thus reach many customers, through the friendship interconnections (One Billion Factsheet, n.p.). Further, Facebook has become a major trend in the world, with the 2012 Social Media Marketing Industry Report indicating that 94% of all organizations that have an advertising department are utilizing social media as one of their major marketing tool, with 60% of such business dedicating time that is equivalent to full day, in developing social media marketing, as well as maintaining it (Bosari, n.p.). Secondly, in addition to being a highly accessible social networking platform, Facebook combines the advantages of word-of-mouth advertising with the ability to interconnect links and thus enable the prospective customers to view the advertisement, as well as the news related to the business, its products and services (Kang, 22). Word-of-mouth advertising remains one of the most effective advertising mode that customers are well acquitted with, and Facebook allows individuals to share information regarding the existence of a business and its products through sharing such information, using the share option that is offered by Facebook, where individuals can share any useful information with their friends who are on the same social media network (Treanor, n.p.). Therefore, Facebook offers an opportunity where businesses can create a fan page, and then share the same with people and groups who are on the same social network or even those who are in other different social networks, thus building up an interconnection that would allow the company, its brand and services to be viewed by millions of customers, who will in turn make purchase decisions regarding the same, based on the information provided by the business in their fan page (Bosari, n.p.). The other reason why Facebook should be used by businesses for marketing is the fact that; it is one of the few marketing tool that combines the advantage of visual, audio and written media, making it one of the favorite platform for advertisers (Kang, 47). When most of the mass and print media offers either audio-visual or print advertisement, Facebook combines ...
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