Dive Brief:
- The number of packaged goods available in grocery stores has increased exponentially in the past several decades. This growth has been attributed to increased wealth and advances in manufacturing and supply chain management, but Facebook is also considered a significant contributor.
- Facebook's power comes in two primary forms: the ease with which individuals can share word-of-mouth, personal endorsements with dozens, hundreds, or even thousands of other consumers at once; and highly precise targeted advertising, which surpasses the ability of even Google.
- By using Facebook's audience-targeting capabilities, startups stand a chance to compete with advertisements from big-name manufacturers, which once crowded out the competition in more limited media channels like television spots.
Dive Insight:
Major manufacturers may not have as much of an issue of being heard by consumers thanks to multichannel delivery of marketing messages. But large companies that utilize precise target marketing can ensure their marketing investments are more efficient and impactful rather than wasting time, effort, and content on too-broad audiences. As these manufacturers look to boost sales while also cutting costs, targeted marketing is a key asset for achieving those financial improvements.
Also, today's younger consumers, including the sought-after millennial generation, are increasingly using Facebook and other social media channels as ways to learn about and engage with food and beverage products.
It's not enough to just establish a Facebook presence anymore. Targeting specific sectors of a Facebook audience is the next step in capitalizing on social media investments through efficient and effective messages.