2017 may be the year Facebook advertising declines. Several factors contribute to this dim prediction. Advertisers continue struggling to develop a clear picture of the effectiveness of their Facebook marketing campaigns. Among advertisers, Facebook is also shouldering the blame for mistrust of its marketing analytics. Facebook’s credibility with consumers is falling too.
Key Takeaways:
- Be ruthless in clear goal-setting, with metrics that are specific to conversion or traffic building. Steer clear of “Likes” or “Shares” as success metrics, and see them rather as useful indicators to tweak campaigns.
- Design testing experiments that compare alternate social channels to Facebook.
- Invest in local advertising as a powerful word-of-mouth social outlet.
“Trust in ad tech is at an all-time low, and Facebook, as a part of the ecosystem, bears some culpability: “Facebook needs accountability to win back advertisers’ trust.””
http://adage.com/article/digitalnext/facebook-jumped-shark/307817/
