General Motors pulled its advertising program out of Facebook due to lack of results.
Makes sense to me. If it isn’t helping the top line revenue number, then stop it and try something else.
Reminds me of something mom used to say when I wanted to go along with the crowd and do what the “cool” kids did. “If they jumped off a three story building,” she would say, “would you do it too?”
Notice a bit of a nuance in the GM decision. They did NOT stop talking on Facebook–they stopped ADVERTISING on Facebook.
A friend of mine who is in car sales, posted this idea,
“Could this be the beginning of a realization by those who have things to sell that they have been sold a bill of goods by the young marketers most of whom, it seems to me, have never asked a closing question in their lives?”
“Social” is not a synonym for “sell.” I believe the trendy marketing imperative of “having a conversation” is not the same as “selling a product.” In fact, having a conversation may be the fall-back position for those marketers who don’t know how to sell.
I like most of what my friend had to say.
If so far you have resisted the “trendy marketing imperative” of “having a conversation,” you may still be missing the boat.
I can not remember the last time I sold anything without talking to someone first. Marketing is the ART of getting people you can talk with about your products. Selling is what happens after marketing does its job.
Facebook’s possible failure as an ad vehicle is more a matter of confusing those two very different disciplines.