We have come to terms with Facebook’s proliferation in the web. Privacy concerns continue to be a burden for users but the social media company continues to re-invent itself to stay relevant. The latest cosmetic change to the profile pages is the roll-out of Timeline which takes the status updates and creates a scrapbook of a user’s entire history on Facebook. However, it’s not clear how the Timeline feature will help brand pages; if at all. The biggest opportunity for brand marketers is the entertainment aspect of the feature which allows users to express their interested in music, TV shows, books and news. Marketers can analyze the feedback and open up a whole new way to target ads.
Google on the other hand continues to have a positive impact on the bottom line. Marketers carry on with Google and spend money to drive clicks because the search giant owns 66% of the U.S. search market. As search advertising continues to balloon to 78% over the next five years to a $33 billion market; Google will continue to drive results for brand marketers. Therefore the safe bet for advertisers will continue to be Google and with good reason.
Does the bulk of your company’s digital advertising budget go to Google or Facebook? Please share your opinions in the comments section below.