Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home CRM Systems Customer Service Business Intelligence Contact Centers More Topics...
World Wide Web
24/7/365 Network Uptime!
Average Rating:
Rate this article:  
Will Facebook Ad Tool Backfire on Brand?
Will Facebook Ad Tool Backfire on Brand?

By Jennifer LeClaire
June 13, 2014 12:37PM

Bookmark and Share
The approach Facebook is taking with ad preferences is one a firm would take if it didn't know anything about you. But Facebook, and social networks in general, are supposed to know everything about you, so it makes it look like the very concept of social networking, as it relates to more effective advertising, is a fraud, said analyst Rob Enderle.
 



(Page 2 of 2)

The tool explains why you are seeing a specific ad and lets you keep or remove interests that Facebook uses to show you ads. That means if you aren’t interested in seeing more ads for electronics, you can remove that category from your ad interest list. U.S. users will be able to use ad preferences in the next few weeks. Facebook is working to expand globally in the coming months.

We caught up with Rob Enderle, principal analyst at the Enderle Group, to get his thoughts on the new tool. He told us he thinks this will be self-defeating, in part, because people’s interest in ads change daily.

Enderle offered a personal example: He is interested in car ads once every couple of years but if he opts out of them he likely won't remember to opt back in when he wants to make a purchase. By the same token, he said, wedding ads are really annoying except for that short window when you actually want to get married.

“You want the ads to match interests dynamically but if people opt out of categories when they aren't interested they won't see them when they are,” Enderle said. “This approach is one a firm would take if they didn't know anything about you. But Facebook, and social networks in general, are supposed to know everything about you so it makes it look like the very concept of social networking, as it relates to more effective advertising, is a fraud.”

< Previous Page  |  1  |  2

 

Tell Us What You Think
Comment:

Name:

InformationOverLord:

Posted: 2014-06-15 @ 7:48am PT
Facebook is trying to improve a system (21st century online advertisment) that is flawed by design. Nice try, but it is doomed to fail because of the underlying assumptions.

Facebook's "stated goal" might be to help consumers "get the best price or show [them] other brands that might pique [their] interest". This is predicated on two assumptions:

(1) Advertisers are trying to compete for consumer's business by showing them their lowest prices. The reality is totally opposite: advertisers try to segment consumers, ideally into single-person-segment (i.e. full "personalization") for the sole purpose of price-gauging them.

(2) The second one is even more fatal: consumers do not know about alternative brands. With the internet's information overload, consumers do know about other brands. What they lack is objective information, and this is not what the advertisers are going to provide. All what advertisers do is waste consumers' time repeating their biased messages ad nauseam.

So now Facebook's model resembles more and more the old 20ieth century offline advertisment (remeber the product registrations card that manufacturer hoped consumers would fill and send back). Good luck with that.

The conflict between advertiser's interest and consumer's interest can't be reconciled. Consumers want information, advertisment is disinformation. I am loath to waste my time feeding the machine that tracks me and displays ads to me. Facebook is still captive to its paymaster, the advertisers, and there is nothing it can do to entice me to spend time on its websites.



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 World Wide Web
1.   Tor Working To Fix Security Exploit
2.   Wall Street Journal Hacked Again
3.   Internet of Things Comes to DIYers
4.   Microsoft CEO Sees 'Bold' Plan Ahead
5.   Social Media Haters Speak Up
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 
Dropbox for Business Beefs Up Security
Dropbox is upping its game for business users. The cloud-based storage and sharing company has rolled out new security, search and other features to boost its appeal for businesses.
 

Enterprise Hardware Spotlight
Microsoft Makes Design Central to Its Future
Over the last four years, Microsoft has doubled the number of designers it employs, putting a priority on fashioning devices that work around people's lives -- and that are attractive and cool.
 
Contrary to Report, Lenovo's Staying in Small Windows Tablets
Device maker Lenovo has clarified a report that indicated it is getting out of the small Windows tablet business -- as in the ThinkPad 8 and the 8-inch Miix 2. But the firm said it is not exiting that market.
 
Seagate Unveils Networked Drives for Small Businesses
Seagate is out with five new networked attached storage products aimed at small businesses. The drives are for companies with up to 50 workers, and range in capacity from two to 20 terabytes.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Business Intelligence | Contact Centers | Sales & Marketing | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.