The 360 Digital landscape is becoming cluttered. Silicon Valley is creating content platforms on a regular basis and with so many channels to market on, how do you know which platforms are right for your business? Do you go with Google AdWords or do you advertise on Facebook? Here’s what we think.

Your customer should always be the focal point of your strategy as that is who you are speaking to, and ultimately targeting to purchase your service or product. What platforms do they commonly use? The digital space, at the best of times, can confuse them, so it is vital to reach your audience effectively.

Innovation and authenticity are the names of the game!  

Data is the new oil, and insights are extremely valuable. The analysis of data should always be a crucial part of your business customer experience management and sales strategy. Both Facebook and Google AdWords have in-depth reporting systems, allowing us to consistently and closely monitor the key performance indicators (KPIs) and return on investment (ROI).

­­­­Global trends are often not followed in South Africa for a number of reasons. South Africa is an emerging market and our digital marketing landscape is unique as our data costs are higher than our global counterparts, and people have limited internet access. We have 56.72 million people in South Africa, of which 30% are active on Facebook. Yes, we currently have over 18 million users on the platform, and this figure is expected to reach 19.69 million users this year alone.

Google AdWords and Facebook Ads dominate the online advertising space so where should you allocate your marketing budgets?

In theory, these platforms are perceived as competitors. In practice, businesses can leverage off both platforms to achieve maximum visibility, brand awareness and ultimately sales, achieving a positive ROI.

Google is the world’s most popular search engine, receiving over 3.5 billion search queries per day. It is the world’s largest and most popular pay-per-click advertising platform, utilising two types of advertising – search (keywords) and display (banners).

Users are actively searching for particular products or services. No other search engine can offer the immense reach that Google can, making this a popular choice. Statistics show that Google handles more than 40 000 search queries every second. The advantage of Google AdWords is that they reward relevance and quality over the size of the budget.

Facebook has the highest number of monthly active users in the world and is the preferred social media platform in South Africa. Facebook advertising is extremely granular. It aligns with the right target audiences through interests, values and beliefs, called look-a-like audiences, identifying new customers with the same interests or behaviours as existing customers, effectively reaching double the audience. Facebook ads blend in seamlessly and are powerfully visual.

Facebook is a social network, and when people see ads that interest them, they are likely to share and tell their network about it, extending / expanding your reach. And with the latest Facebook algorithm change, your ability to reach your target audience is more difficult so you do need to spend money on advertising to reach your audience.

In a nutshell…

Whether your business is B2B or B2C, deciding on the correct channel is crucial. Get it right and you will reap the rewards, but get it wrong, and you will waste money!

Google ads help businesses find new customers, and Facebook ads help users find businesses based on the things they are interested in.

A key point to consider is the business industry and desired result. If it is Brand Awareness you are after, then Facebook ads and Google display will achieve this result effectively. If it is lead generation, then Google search would be the first choice.

In summary, there is no fixed rule, it is campaign and industry specific. Identify your objectives, research which platform/s your audience are most active, compile a strategy and implement. It is like anything, if you are going to do something, do it properly, and ask the professionals, ask Vetro Media to help market your brand in a digital world.

To conclude, this quote is so relevant;

“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.”

– Ann Handley Digital marketing pioneer, writer, speaker who inspires marketers to create marketing magic that gets real-world results.



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