As per Statista, an average user spent 135 minutes over Social media platform in 2017 as compared to 90 minutes spent over social media in 2012. [Refer to link: Average daily time spent on social media worldwide 2012-2017]. And Facebook being the biggest and most popular Social media is therefore the largest platform for opportunity seekers. Facebook currently has 2.2 billion active monthly users. This makes it a hotspot over the internet for companies to advertise/market their products over the Facebook platform. Advertisers/marketeers run campaigns and advertisements to try and reach those 2.2 billion active users who could potentially buy their product and become their customer at the same time in the longer run. Some of the Facebook advertising features include: • Demographic targeting by Facebook user data on age, location, education, and interests. • The ability to set ad budgets. • Ad testing, in which multiple ad versions can be run simultaneously in order to compare ad designs and setup. • Built-in ad performance measurement tools.

1. FACEBOOKS USEFULNESS TO
ADVERTISERS/MARKETERS
TOUSEEF AHMED

2. Table of Contents
Facebooks usefulness to advertisers/marketers:....................................................................................... 2
Marketing analysis of Micro and Macro environment:.............................................................................. 4
What is Micromarketing?........................................................................................................................ 4
What is Macromarketing?....................................................................................................................... 5
Marketing Information systems: ................................................................................................................ 6
Segmentation, Targeting, Positioning:........................................................................................................ 7
Segmentation.......................................................................................................................................... 7
Types of market segmentation:........................................................................................................... 7
Targeting and Positioning of customer base: ....................................................................................... 10
Product/service and brand design, planning and management: ............................................................. 11

3. Facebooks usefulness to advertisers/marketers:
As per Statista, an average user spent 135 minutes over Social media platform in 2017 as compared to
90 minutes spent over social media in 2012. [Refer to link: Average daily time spent on social media
worldwide 2012-2017]. And Facebook being the biggest and most popular Social media is therefore the
largest platform for opportunity seekers. Facebook currently has 2.2 billion active monthly users. This
makes it a hotspot over the internet for companies to advertise/market their products over the Facebook
platform. Advertisers/marketeers run campaigns and advertisements to try and reach those 2.2 billion
active users who could potentially buy their product and become their customer at the same time in the
longer run.
Some of the Facebook advertising features include:
• Demographic targeting by Facebook user data on age, location, education, and interests.
• The ability to set ad budgets.
• Ad testing, in which multiple ad versions can be run simultaneously in order to compare ad
designs and setup.
• Built-in ad performance measurement tools.
[Source: Average daily time spent on social media worldwide 2012-2017]
Social Media captures over 30% of Online Time

4. [Source: Social Media captures over 30% of Online Time, Katie Young, 2017]
Facebook user share in the social network around the world:

5. [Your people are here, Online, 2018]
The Role of Consumer Insight in Social Media Marketing:
There should be no doubt in considering social media marketing by modern day business. “98% of digital
consumers are social media users and figures are consistently high among 55-64s, with 94% of this age
group actively using the platforms.” [The Role of Consumer Insight in Social Media Marketing, Sofie
Lundberg, 2018]
Marketing analysis of Micro and Macro environment:
What is Micromarketing?
Micromarketing is a marketing strategy in which advertising efforts are focused on a small group of
highly targeted consumers. Micromarketing requires a company to narrowly define an audience by a
specific characteristic, such as ZIP code or job title, and tailor campaigns for that particular segment. It
can be a more expensive technique due to customization and lack of an economy of scale.
Marketing is a strategy used by companies to increase their brand awareness, sales and, more
importantly, profits. The long-term viability of any business depends upon how successful its marketing
campaign is. Whether a company offers only one product or multiple products, it has to identify its target
market in order to run an effective marketing campaign. In the past, companies ran mass marketing
campaigns through TV or radio ads in the hopes of catching the attention of the consumers in target
markets. Today, businesses are able to offer more personalized marketing schemes to each individual in
its target pool, as opposed to a mass audience all at once. This strategy is referred to as micromarketing.

6. The increase in emergent innovation, such as big data, is heavily relied on by micro-marketers to capture
data from mobile communication devices and e-commerce platforms. The captured data is sorted
according to demographics, geo-graphics (IP address), site or brand preference, spending habits, etc. to
track the type of products that a consumer views or purchases, allowing a website to match related
products to digital consumers. By running a tailored marketing program to a well-defined segment of
consumers, micromarketing intends to entice the target audience to take an action, such as making a
purchase of goods or services. In effect, the end goal of micromarketing is to match products to a
consumer’s tracked preferences in order to generate profit for a business from customer satisfaction.
There are different approaches to micromarketing. For example, a business may decide to run a
micromarketing program by offering promotions specifically to its loyal customer base; matching special
offers to unhappy or lost consumers; tailoring products to consumers with unique needs; marketing
goods and services to residents in a particular town or region; or offering products to targeted consumers
Examples of companies that have run successful micromarketing campaigns are Procter & Gamble (P&G)
and Uber. P&G ran a unique marketing campaign to target African American women when it introduced
its Pantene Relaxed & Natural shampoo and conditioner product line. By using big data from social media
platforms, Uber was able to understand the specific transportation problems in each city it was
expanding to. The resulting effect was the growth of the company’s client base through tailored
promotions and referral benefits.
Read more: Micromarketing | Investopedia
https://www.investopedia.com/terms/m/micromarketing.asp#ixzz5AyLJQw2K
What is Macromarketing?
Macromarketing refers to how product, price, place and promotion strategies - the four P's of marketing
- create demand for goods and services, and thus influence what is produced and sold in an economy.
Read more: Macromarketing https://www.investopedia.com/terms/m/macromarketing.asp#ixzz5AyLkTy96
What is a Market Segment?
A market segment is a group of people who share one or more common characteristics, lumped
together for marketing purposes. Each market segment is unique, and marketers use various criteria to
create a target market for their product or service. Marketing professionals approach each segment
differently, after fully understanding the needs, lifestyles, demographics and personality of the target
consumer.

7. A market segment is a segmented category of customers who have similar likes and dislikes in an
otherwise homogenous market. These customers can be individuals, families, businesses, organizations
or a blend of multiple types. Market segments are known to respond somewhat predictably to a
marketing strategy, plan or promotion. This is why marketers use segmentation when deciding a target
market.
A good example of market segments and how a company markets to those groups is in the banking
industry. All commercial banks service a wide range of people, many of whom have relatable life
situations and monetary goals. If, for example, a bank wants to market to Baby Boomers, it conducts
research and finds that retirement planning is the most important aspect of their financial needs. The
bank therefore markets tax-deferred accounts to this consumer segment.
Read more: Market Segment https://www.investopedia.com/terms/m/market-segment.asp#ixzz5AyMcbimG
Marketing Information systems:
A system that analyzes and assesses marketing information, gathered continuously from sources inside
and outside an organization. It’s a set of procedure and practices combined together to gather,
analyze, and assess information Timely marketing information provides basis for decisions such as
product development or improvement, pricing, packaging, distribution, media selection, and
promotion.
A Social Media Information System (SMIS) can be defined as user communities, social media sponsors
and social media providers” (Kroenke).
Social Capital is also a large part of how social networks can provide value to organizations
Three main principals of social capital:
Number of relationships
Strength of relationships
resources controlled by network
Through these three principals value can be added to an organization.
Every user has certain trait while being on Facebook. There are various ways through which data of
user about the Likes, Dislikes, Follows, Fan-page and various other types is created. Businesses look for
these kinds of data to target a certain group having similar traits as that of the product. Facebook thus,
provides all these pre-requisites to allow a business market to use such data in their marketing or
advertising campaigns.
Read more at:
1. http://www.businessdictionary.com/definition/marketing-information-system.html
2. https://prezi.com/4au3rmkjn5lz/social-media-information-systems-what-it-is-important-and-h/

8. Segmentation, Targeting, Positioning:
Segmentation
Market Segmentation Using Facebook is an important tool for a digital marketer. With the right
information and correct reach, it can generate huge benefits towards ROI (return on investment) as
well as build a reliable mental model of a target audience. Segmentation is narrowing or breaking
down a larger market into different, smaller groups. These smaller groups are known as segments and
they can further be combined or narrowed down to analyze more details/traits. Your goal is to craft
effective messaging which resonates with each segment, either individually or collectively. But, the
business has to first decide which segments they should actually target. Facebook has become a huge
advertising platform. As digital marketers, we need to analyze classic audience segmentation concepts
and find out how we can execute market segmentation using Facebook ads and Facebook Insights.
Types of market segmentation:
Geographic Segmentation: Segmentation of the market by country, region of the country, state,
neighbourhood, zip code, or even more general characteristics like rural/suburban/urban.

9. Demographic: Segmentation of a demographic market refers to dividing the market into groups based
on variables such as gender, age, income, occupation, family size, education, marital status, ethnicity,
and more.
Lifestyle/Psychographics segmentation: This segmentation is defined by the lifestyle a person is living. It
involves studying the personalities, feelings, thoughts, beliefs, opinions, and values of consumers. How do they

10. spend their leisure time? What kind of hobbies do they have? What is important to them? How do they see the
world?
Benefit segmentation: There is a reason behind every purchase a consumer makes. A marketer has to
find out what that reason was so that the marketing efforts are aligned with the motivations and
priorities of your consumer. With audience insights, you are capable of finding people who want to buy
something due to the reason behind the buying decision. That’s what benefit segmentation is all about.
What you need to ask yourself is: how does a customer benefit from buying my product or service?

11. All these types can be easily done using Audience Insight tool of Facebook Ads Manager. Facebook is
the leading platform which allows you to perform great market segmentation for your ad campaigns.
Targeting and Positioning of customer base:
It means what it literally means. As a marketer, I would want to specifically Target my audience and
Position myself into a better mode to overcome the ever-growing competition and to maintain the
product/brand status. Market segmentation using Custom Audiences. Marketers can further filter their
audience by targeting them in certain ways.
This can be done based on:
1. Customer files.
2. Website traffic
3. Pulled up from App (applications) activity.
4. Engagement on Facebook.
5. Lookalike Audiences

12. [Source: Content and images taken from http://www.matchnode.com/blog/market-segmentation-using-
facebook/]
Product/service and brand design, planning and management:
Ways that marketers/advertisers use to collect and analyse data for potential business opportunity:
1. Through Facebook Business page: A Facebook page is a great free marketing tool for businesses.
These pages let businesses identify themselves – not just through listing product offerings and services,
but also by sharing links, images, and posts on a customizable page to give a better sense of a business’s
personality and character. Facebook business page is a great spot to develop your brand identity and
show your human side.
2. Facebook Advertising: Classic ads: Facebook offers its own form of advertising with Facebook ads,
which appear in the side columns of the Facebook site. These classic ads are referred to more specifically
as Marketplace Ads. They include a headline with copy, an image, and a click-through link to either a
Facebook page, a Facebook app, or an outside website.

13. 3. Hosting Facebook contests: Running Facebook contests, sweepstakes, or promotions is another
Facebook marketing tactic that can increase fans and brand awareness.
4. Facebook promoted posts: Facebook Promoted Posts let Facebook page owners pay a flat rate in
order to have their individual Facebook posts reach a certain number of users, increasing a specific post’s
reach and impressions.
5. Sponsored stories: Sponsored Stories are a type of Facebook ad that shows a user’s interactions, such
as a Facebook like, to the user’s friends. Sponsored Stories seeks to capitalize on the “word of mouth”
marketing concept. If a user sees that three of his friends like a certain page, he is more inclined to pay
attention. The goal of Sponsored Stories is to have a user take the same action as their friends.
Advertisers can choose to show friends “likes” if they want more page likes, show friends who have
“claimed this offer” if a business wants more users to claim offers, etc.
6. Facebook open graph: Facebook Open Graph lets businesses label a user’s action with their app.
Billions of interactions are posted with Facebook Open Graph every day. Businesses can create third-
party apps that connect to a user and post a notice on Facebook when a user performs a specific action
with the app. Facebook’s Open Graph allows for creative interactive options outside of the standard
“like” and “comment.” Posts can suggest that users “listen,” “taste,” “read,” – it’s up to businesses to
get creative. Virtually any time a site or app prompts users to sign in to Facebook, it has something to do
with connecting the user with the Facebook Open Graph.
7. Facebook exchange: Facebook Exchange lets advertisers take advantage of ad retargeting on
Facebook through real-time bidding. Advertisers can target audiences based on web history data – when
a user visits a product page on a retailer’s website, but fails to make a purchase, the retailer can then
display an ad for that same product on Facebook with FBX.
[https://www.wordstream.com/blog/ws/2013/04/15/facebook-marketing]
This communication can be of various types as stated below:
➢ Social: This type of communication is between families and friends and is mainly used for greetings, media-
sharing, leisure and other entertainment activities. [Examples: Facebook, Twitter, Instagram, Snapchat,
YouTube, WhatsApp and others]
➢ Formal/Business: This type of communication happens mainly in organizations, business people or in B2C
communications. [Examples: Skype, LinkedIn, Outlook and others]
➢ Campaigning/Advertising: This type of communication is mainly targeted towards certain group of people
having similar traits or tastes. This is generally produced by businesses/social groups to raise certain
awareness or to influence/introduce people with a product/process or situations.
➢ Passing/Gathering information: This type of communication is focused with the sole aim to transmit or
exchange a certain data or information between business to social group of communities.