People are consistently learning to adapt to the latest trends, and also to make good use of it. Businesses have gone digital, and digital marketers have been responsible for bringing these businesses online.
Although most small businesses with limited resources create a digital profile and manage their business, this cannot be compared to hiring a full-time experience digital marketer that has a structured strategy to execute after proper business profiling.
The only thing that distinguishes experienced digital marketers from self-acclaimed marketers has been their ability to adapt to latest the digital trends and to use it to achieve business marketing objectives. As its very obvious that digital platforms are changing, and any so-called marketer must learn to change along with it.
Facebook is one of those digital platforms that marketers used to grow the business. Google AdWords is also very relevant for marketers that wish to show ads to people searching for their products on Google or those that are just surfing websites.
Facebook advertising platform has evolved, and only digital marketers that are conversant can notice this. An example is the Facebook watch features recently rolled out to users in the USA.
The case is entirely different this time around, instead of announcing more updates, Facebook slightly announced how it had disabled the employer-based targeting features in its ad manager.
This feature enables marketers to create tailored ads to the target group of people that works in a particular company. Let’s say a business rendering office services such as cleaning, decoration, and furnishing, etc.
With Facebook previous employer based targeting, marketers can effectively target these groups of people of similar employees and be rest assured that their ads are seen by those they think that matters to their business.
Will this be the end of employer targeting? How are advertisers going to handle this change? This might be bad news for marketers that frequently use this feature, but at the end of every tunnel, there is always a hollow space.
The good news, marketers can continue implementing the job/title targeting, a feature for targeting prospects based on their job titles and the interest-based targeting which I think is a useful feature for a marketer to target audience based on their interests, hobbies, and pages they liked on Facebook.
While this may not be entirely the same with employer targeting option, yet advertisers can utilize this to fit their advertising strategy efficiently. Most people on Facebook have tendencies of liking and consistently interacting with their company business page on Facebook. So the interest-based marketing is a good option, depending on your understanding of similar features.
While Facebook is trying hard to fix this issue, and part of its approach is that ads might undergo 24 hours review before they are active, at least this way Facebook can fish out any ad copies that have derogatory terms.
As we all know that Facebook is in a battle with fictitious content since this year, so this is a welcome approach to sanitize the platform. So advertisers can use those alternative features till Facebook finally resolves this.
