Segmenting via Facebook
As Aristotle used to think, the human being is essentially a social being. This idea is reinforced with the rapid development of social media, internet, various platforms where people can communicate. But people are unique and manage social media differently. That’s why studies have been done, especially on Facebook users, analysing personal data, online content and visual elements in order to segment users “so as to target ads for goods and services more effectively” (Vilnai-Yavetz, I. and Tifferet, S, 2015). Indeed, “marketers need to find ways to target ads to the people who are most likely to be interested in a particular product or service”. This would make advertising more effective on these platforms.
The impression management (also called self-presentation), the processes by which people control how they are perceived by others is one of the key reasons people use Facebook and this can provide valuable data that can be used in the segmentation process. Thus, based on the way Facebook users convey status, activeness and emotions in their Profile Photo, segmenting consumers via Facebook is possible.
So, with the emergence of social networks as a marketing tool, Vilnai-Yavetz, I. and Tifferet, S. (2015) conducted a study and found that there is “a potential new way of segmenting social network users.” Marketers are now able to segment and target precise online customers thanks to social media such as Facebook.
Advertising via Facebook
The million-dollar question is how can marketers convert people to buy the advertised product? Are Facebook ads effective? What could make the difference between all advertising on Facebook?
First, marketers need to define their audience. Not everyone will be interested in the product, so in order to reach the right person at the right time, marketers need to define the place, age, gender, language, interests, behaviour… of people who are going to see the ad.
Furthermore, “social media advertising provides a whole new dimension to advertising, as it offers interactivity to the users, especially on Facebook” (Logan, Bright, & Gangadharbatla, 2012). According to the study conducted by Dehghani, M. and Tumer, M. (2015), Facebook enhances brand image and brand equity using WOM and other kind of viral marketing. By doing that, it enhances consumers’ intention to purchase.
Thus, advertising on Facebook or other social media gives a greater visibility to the brand and the product, reaching more customers.
The Frenchy Fancy Blogger
Vilnai-Yavetz, I. and Tifferet, S. (2015). A Picture Is Worth a Thousand Words: Segmenting Consumers by Facebook Profile Images. Journal of Interactive Marketing[ebook] Elsevier. Available at: https://www.sciencedirect.com/science/article/pii/S1094996815000316[Accessed 13 Mar. 2019]
Dehghani, M. and Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior[ebook] Elsevier. Available at: https://www.sciencedirect.com/science/article/pii/S0747563215002411[Accessed 14 Mar. 2019]