But will the big push prove a turnoff to Facebook users
San Francisco, CA -- (SBWIRE) -- 12/31/2012 -- Since the very start of Facebook's public offering surfaced months ago, many in the business realm have questioned the viability of the model that the business was built with, as well as its mobile advertising strategy model.
For the holidays, Facebook offered some insight into its strategy and capability when it came out with its largest mobile-advertising campaign to date. The company pushed 50 million ads to its hundreds of millions of users for a single client within a three-day span. That client was Wal-Mart, who had bought 2 billion Facebook ads over the holiday season's entire span.
Wal-Mart pre-purchased the advertisements, which allowed it room to push away from its competition and boost the credibility of Facebook's marketing in the process. Wal-Mart's bold move was in a rather pointed contrast to General Motors' decision to discontinue all advertising on the global social media, as well as part of its own online advertising campaigns.
So, what could be the reason for Wal-Mart being so bold as to buy so much advertising space with Facebook? The worlds largest brick-and-mortar retail store, whos only budget exceeds the $2 billion mark, simply can buy that much space. But it is more about what Facebook is able to do as far as delivery to the audience that had Wal-Mart ready and willing to make a deal.
During the hustle-and-bustle of the holiday season, many consumers make decisions for purchasing make more purchases readily. They purchase not only presents for other, but also tend to splurge on themselves as well. The customers make frequent trips into stores and make purchases based upon available product and 'deals' that are present. Many individuals respond positively to promotional ads, as well as standard sales, during the holidays.
The other reason Wal-Mart was ready to do business with Facebook is due to the direct-response advertising that invokes customers to spend more. The benefit of such advertising is that its capability and effectiveness is quantifiable almost immediately. That is an enticing prospect to such a large company like Wal-Mart.
Thus far, the campaign has proven to work out for Wal-Mart; however there is still some questions to be answered. For instance, there is no ability as of yet to know how Facebook users will react to the inundation of Wal-Mart ads at such a high volume.
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