There's no question that social media sites like Facebook have revolutionized the way that businesses conduct their advertising campaigns. And it's no surprise. The social media giant has more than 750 million active users, more than half of which log on each day, according to the company. Facebook also asserts that users spend over 700 billion minutes each month using the site.
While there's certainly a great potential for marketing professionals and advertisers to get their message out there, the sad fact is that most online advertising campaigns see less success than companies would like, leaving many to wonder what's wrong with their approach. One of the main problems, it appears, is their ability to target exactly the right audience.
When most people think of Facebook, it's the younger generation that comes to mind - daily users with cash earned from jobs and allowances and no bills to spend it on. However, recent research indicates that younger consumers are not the ones behind all those advertising clicks. A recent report from PaidContent.org indicates that while younger Facebook users are bound to gloss over an advertisement and "like" what it has to say, it's the older generation who actually invests the time to click the ad and see what it's offering. The most reliable clickers? Older women. According to PaidContent.org, women in general are 11 percent more likely to click on an ad than men, and women over the age of 50 have the highest clickthrough rate at 22 percent higher than any other demographic.
It might seem surprising, but there are several factors that are potentially in play. First, in today's tough economy, younger people are twice as likely to be unemployed than older individuals and therefore may not be able to afford your product or service. Secondly, the younger generation has lived their lives surrounded by a constant drumbeat of media, and the advertising associated with that media has become easier to tune out. In many cases, the younger crowd recognizes the purpose of advertising but views it as an intrusion, especially when they are sharing their thoughts on Facebook. This means the younger generation is often less likely to click through.
While 50+ women might be a key demographic on Facebook, the remaining users are not unreachable. By using precise microtargeting strategies, you can spread an age-appropriate message to the entire online community.
In order for advertising to make an impact, it has to be viewed by the right consumers. Using Facebook MicroTargeting strategies, you can ensure your promotions are geared toward the customers who are most likely to be interested in your products and services and will respond with more than a cursory "like." Semcasting's Facebook MicroTargeting provides advertisers with access to the company's offline database of over 227 million individuals and over 750 demographic variables. Using this offline data, advertisers can plan their campaigns, locate the best prospects for their offers and plan for each. By properly pinpointing your audience, you can ensure your ads reach the right individuals and give you the best return on your investment.