For better or for worse?
A comScore analysis of online ad impressions from July shows CPGs have become the heaviest users of “socially enabled” ads that appear on sites outside Facebook but include “visit us on Facebook” or other “Click to Facebook” appeals to get users to brand pages.CPG marketers are 10 times more likely than advertisers to use “socially enabled” ads, which appear outside of Facebook but urge visits to a Facebook site, finds a comScore analysis.
They were 10 times more likely than advertisers generally to use socially-enabled online ads.
“In many ways the fan page is replacing the brand website as the primary destination for outbound marketing online,” said a comScore executive.
The only thing that makes me nervous about this is that it is a short-term strategy. Yes, Facebook is HUGE, but wasn’t MySpace? I worry when marketers spend all their time, energy and money building on one platform only to have it disappear a few years later. ultimately, marketers should have a diversified strategy that always includes their own brand website where they have full control on collecting data and emails.