Subtitled: The Death of SEO.
Have you noticed how companies are advertising themselves these days? No longer are they creating ever more eye-catching and technically proficient web sites to try and attract an anonymous populace to their products or services.
The amount of money companies traditionally spend on Search Engine Optimisation (SEO) is often many thousands of pounds each month – but what do they get from it? They get a promise from their web host that cannot be guranteed, and, in most cases, cannot be fulfilled. A promise that states that, in return, for their outlay, they will get visibility on the web, and of course, that will have the desired knock-on effect of increasing their customer calls and hence their sales and profits.
But this cannot be controlled nor even measured. However the budget must be spent if nothing else to simply keep up with the competition.
And even if the website is found and visited by a potential consumer, the company knows nothing about this prospect – they are invisible and anonymous. What use is that? Surely if a prospect shows any interest in a company, the company needs to know who it is, what they are looking for and, most importantly, how to contact the prospect again in the future to target this potential market.
Well, now they can. And it’s thanks to Facebook. Have you noticed how companies no longer advertise their own website anymore? They simply say, “Find us on Facebook”.
And when you find them on Facebook, you have the immediate option of clicking the LIKE button. Now, that simple keystroke sends massive amounts of information about you, the prospect, straight to the company providing the goods or services. They will have access to your profile. They will know your interests in both business and hobbies. In short, they will know who you are and what you like! They will even know your name and how to contact you!
And they can target you. They can put you on a VIP list and and contact you with special offers, make you feel special, so special – they gotta have some of your attention* (The Pretenders).
This is the new marketplace and it is growing exponentionally by the day. Already more than 10 times as many people are on Facebook as use Google – on a constant and daily basis. This is your captive market.