e_Marketing > Noticia Ampliada
Nueva estrategia
Facebook ya prefiere ser rentable a seguir creciendo
La red social se había centrado hasta el momento en su propio desarrollo pero ahora busca un modelo de publicidad con el que obtener beneficios.
Isabel Fuentes. Actualizado: 02 / 02 / 2009 | 21:26
Facebook tuvo en diciembre unos 222 millones de visitantes únicos. Desde su creación no ha parado de crecer. Sin embargo, esta red social hasta el momento se había centrado más en su propio desarrollo que en conseguir ser rentable, ya que nació como una plataforma para la comunicación exclusivamente. Al contrario que MySpace, que prevé superar los mil millones de dólares de beneficio en el ejercicio de 2008, frente a los 300 millones de Facebook. Pero las cosas están cambiando.
"Muchas compañías de nuestros tamaño han decidido que se lanzarán a conseguir beneficios y a pegar banners y eso no es lo que nosotros intetamos hacer", explicó el vicepresidente de ventas de Facebook, Mike Murphy en Adevertising Age. Lo curioso es que las marcas pueden utilizar Facebook como propaganda sin tener que pagar, como hizo Burguer King son el "Whopper Sacrifice" que fue retirado.
Sin embargo, el pasado otoño, la red social comenzó a añadir anuncios denominados "engagement ads", con los que los anunciantes pueden dirigir a los usuarios a páginas o aplicaciones con actividades. Con este tipo de publicidad los usuarios pueden comentar vídeos (como trailers de películas de Sony Pictures), crear eventos, enviar gifts virtuales (como hizo The New York Times con una imagen de Obama) o responder preguntas a través de los anuncios, algo que ya probó CareerBuilder en la SuperBowl.
Los resultados se están analizando pero en MediaVest consideran que Facebook está en el camino correcto pero advierte de que su servicio es más adecuado para marcas que buscan algo a largo plazo, no ventas inmediatas.
Noticias Relacionadas:
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Facebook dice que respeta la privacidad de los usuarios
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