Facebook mobile advertising

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Travel Tech

While other social media sites have found that monetising their business models has proved to be rather difficult, Facebook continues to go from strength to strength. The social media giant founded by Mark Zuckerberg reported on Wednesday that it has doubled its profits and increased its monthly active users to 1.32 billion.

Facebook mobile model pays off

Facebook has a worthy mobile advertising model to thank for its success, with mobile advertising accounting for 62 percent of its total advertising revenue. The company was thus able to take advantage of its outstanding user base, which has grown by 19 percent year-on-year.

The latest successes of Facebook come on the back of the company launching a mobile advertising network in April of this year. Initially launched at its F8 developers conference in San Francisco, the network enables marketers to advertise not only on Facebook but also via third-party applications. With the company’s ad focus widening, Facebook now offers a variety of tools to aid the efforts of marketers.

Facebook offers marketing potential

With the potential to reach an audience of literally hundreds of millions, Facebook offers tourist marketers a wide variety of opportunities. Least generations can easily be turned into paying customers. But in order to take advantage of the Facebook platform effectively, advertisers need to consider some of the following issues.

Firstly, it is easy to see the sort of astronomical numbers associated with Facebook and be blown away by the number of potential customers that this represents. But the reality is that fishing for custom on Facebook is akin to searching for a needle in a haystack if not done in a structured fashion.

Before engaging in any Facebook advertising, marketers should ask themselves some basic questions to establish the demographic that they are targeting. For example, from which locale do you wish to attract customers? What part of the world houses your core audience? Targeting ads directly to specific places is more likely to gain you the customers that you're looking for.

Be equally clear on the age groups that you particularly want to reach. You can attempt to reach out to new age groups via Facebook, or merely attempted to increase your key demographic. The choice is really yours, but what is certain is that Facebook offers the opportunity to do either.

It is also important to be aware of the value of headlines. With the best will in the world, average Facebook users are not known for their vast attention spans. You will have a very short amount of time to grab users’ attention, so make sure that your advertising campaign stands out from the crowd. And, additionally, make sure to offer potential customers something that they will actually want. Offers, discounts, free material…these initiatives attract customers better than any other approach.

Facebook's tourism focus

Facebook particularly offers potential to the travel marketers due to its inherent association with the industry. For example, so many people over the years have shared holiday snaps via the social media site. Facebook users are notoriously passionate about sharing their travel-related stories. A survey carried out by the site in 2012 indicated that 42 percent of stories shared to Facebook timelines were travel experiences; more than double that of the next category.

Ultimately, the social media experience is one of sharing, and people all over the world have displayed a ravenous appetite for this activity. This is something that travel marketers can really tap into. Already travel-related companies from over the world are utilising Facebook to deliver targeted advertising to a massive potential consumer base.

Facebook users develop a relationship with this site which can reasonably be described as intimate. This element of Facebook perhaps offers marketers the best opportunity of all, as building a strong relationship with consumers remains the best way to sell to them. With the immense size of Facebook, the key message to remember is that caring about quality and relevance of your followers counts for more than quantity.

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