Much has been written recently about the effectiveness of ads on Facebook and whether they are worth the advertising expenditure. Ad Age, in a joint survey with Citigroup, have joined the conversation saying that “marketers who buy ads on Facebook are more focused on building brand awareness than accumulating fans”.
“Asked to identify their primary goal in Facebook ads, 45.9% of respondents put building awareness and sentiment for their brands at the top. Driving traffic to brand websites was the second most-cited goal, with 17.6% of respondents saying it is their most important objective, followed by building fans or likes, staying in touch with customers, generating sales leads and social commerce.
“Brands spent a lot of time and energy in 2011 building up their fan base, and fan acquisition was a top goal for many brands,” Debra Aho Williamson, principal analyst at eMarketer, told Ad Age. “I think what you're seeing now is an evolution; now we have these fans and we have to figure out what to do with them."