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Advertisers Reluctant to Spend Big on Facebook

If you have a Facebook, chances are that you “like” or have “liked” a few pages before. Advertisers seem to like Facebook, too, specifically its “liking” feature that is. And they’re hoping users “like” their latest campaigns, such as Ford Motor Company’s orange puppet named Doug. And no, we’re not talking about the catchy cartoon with his faithful dog Porkchop – though that might explain the strange skin color – but rather a cross between a sock-snake and a sock-turtle. You can “like” him on Facebook along with the other 43,000 users/fans that he’s already amassed.

Internet marketing is definitely taking the term a million to one to a whole new scale. According to the Wall Street Journal, Ford spent over $95 million in commercial advertisements involving Doug that were aired on TV and radio. But on the Internet… pennies. They spent mere pennies.

Facebook reported that 96 of the top 100 largest U.S. ad companies bought ads on its site in the past year alone. But there’s no need to fret. According to a prediction by eMarketer, Facebook advertisements will take in around one-fifth of what other companies, such as Google, are expected to accumulate in the upcoming year.

So though it’s cheap, it’s not that dependable. Facebook users are flaky; most of them are young adults and teenagers. Just because they “like” a certain ad campaign doesn’t mean they’ll buy into a product. We have the radio and television advertisements, and the commercial actors featured in them, for that.

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