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With every adjustment or alteration Facebook makes, automotive marketers who rely on the platform must adapt as well, according to a new eMarketer report, “Facebook Marketing: Reaching Customers in a Changing Environment.”
Facebook has introduced several new marketing tools in the past year, including the Timeline format for brand pages; Sponsored Stories, Reach Generator and other advertising offerings that incorporate regular posts; and metrics that go beyond counting fans, incorporating reach, sharing and engagement into measurements.
Many of these updates improve on Facebook’s free tools. But auto industry marketing practitioners beware: Subtle changes behind the scenes mean that car
dealers and OEM's will need to incorporate paid advertising in the mix if they want to get much traction using Facebook’s free services. This is critical for many dealership marketers to understand, since 83% of all companies with at least 100 employees will use Facebook for marketing this year, eMarketer estimates. By 2014, that will rise to nearly nine in 10.
For marketers looking to keep their visibility and engagement high with Facebook users, the new ad formats require planning and integration between advertising and social media management teams.
“It’s starting with a good page post, a good strategy, and then figuring out how to amplify that and drive persuasion with it,” said Grady Burnett, vice president of global marketing solutions at Facebook. “Paid and earned, when used together, perform best.”
The full report, “Facebook Marketing: Reaching Customers in a Changing Environment,” also answers these key questions:
This report is available to eMarketer corporate subscription clients only. Total Access clients, log in and view the report now.
Read more at www.emarketer.com