- Dec 2, 2009
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Certain recent research and articles have me thinking about the long-term sustainability of Facebook as a viable Marketing/Advertising platform. I’m curious to learn the opinions of the learned followers of this forum.
Where will Facebook “be” and what will it look like in 10 years? (For our post-70’s born readers, a quick read on the Pet Rock fad: http://en.wikipedia.org/wiki/Pet_Rock)
You can’t argue the social and marketing significance of Facebook in today’s marketplace (Advertising Rule #1: Fish Where the Fish Are!), and we’re not discussing if your dealership should advertise on Facebook (it should). This is a discussion about the “patterns” and ebb-and-flow of societal phenomena in the context of today’s Dealers in a Social World.
I will summarize (poorly) the research I’ve recently encountered followed by my own takeaway:
Research Item #1: In the 90’s, Email became an accepted and even a preferred method of communication. In the Dealer World, the promise of Special Treatment & Incentives had consumers eagerly completing forms and offering their email addresses. However, email communication as a viable marketing channel is now and has been in decline for several years.
JQ: The promise of “Special Treatment & Incentives” never quite panned-out. Consumers still had to come to the dealership to buy a vehicle, and the incentives were basically the same as if you walked through the door.
Research Item #2: In the 2000’s, the use of Portals soared in popularity; i.e., Yahoo and eBay, etc. Consumers flocked to these portals as a result of the promise of Special Treatment & Incentives. While many of these portals are still viable consumer channels, the use of such is in decline.
JQ: At the Dealership, the promise of “Special Treatment & Incentives” never quite panned-out. Consumers still had to come to the dealership to buy a vehicle, and the incentives were basically the same as if you walked through the door.
Research Item #3: Facebook is ROCKIN! 15% of the people ON THIS PLANET use Facebook and usage is on the rise. Its presence as a significat cultural game-changer cannot be denied. Dealers are encouraged to attract fans by offering Special Treatment & Incentives.
JQ: Do you see where I’m going with this?
OK -- in addition to consideration of the above research comparisons, add some recent articles, such as this: Kids, Google + And The Increasing Speed Of Innovation | To Write Is To Think
Summary: the author was shocked to learn that his teen daughters and friends not only prefer Google+, but they view Facebook as intended for old people. My takeaway, quoted by the article:
“Teenagers eschewing their parents’ ways is as certain as the sun rising tomorrow.”
So, today, Facebook is the Shiny Pet Rock. What is history telling us it will be in 2022?
Actually, there’s probably little debate about the answer: it will either be Gone, or it will be Different.
It will be Texas Instruments, or it will be Apple. Remember when HBO only played movies? Or better yet... MTV played Music Videos (do you youngsters know that MTV, at one time, ONLY played music videos??)
So maybe that’s the better conversation: how will Facebook adapt to keep itself relevant? Because it has to, right?
And then back to the same ‘ol question: how do we, as dealers, keep-up with this constantly changing and expanding landscape?
Not gonna get any easier, is it?
Where will Facebook “be” and what will it look like in 10 years? (For our post-70’s born readers, a quick read on the Pet Rock fad: http://en.wikipedia.org/wiki/Pet_Rock)
You can’t argue the social and marketing significance of Facebook in today’s marketplace (Advertising Rule #1: Fish Where the Fish Are!), and we’re not discussing if your dealership should advertise on Facebook (it should). This is a discussion about the “patterns” and ebb-and-flow of societal phenomena in the context of today’s Dealers in a Social World.
I will summarize (poorly) the research I’ve recently encountered followed by my own takeaway:
Research Item #1: In the 90’s, Email became an accepted and even a preferred method of communication. In the Dealer World, the promise of Special Treatment & Incentives had consumers eagerly completing forms and offering their email addresses. However, email communication as a viable marketing channel is now and has been in decline for several years.
JQ: The promise of “Special Treatment & Incentives” never quite panned-out. Consumers still had to come to the dealership to buy a vehicle, and the incentives were basically the same as if you walked through the door.
Research Item #2: In the 2000’s, the use of Portals soared in popularity; i.e., Yahoo and eBay, etc. Consumers flocked to these portals as a result of the promise of Special Treatment & Incentives. While many of these portals are still viable consumer channels, the use of such is in decline.
JQ: At the Dealership, the promise of “Special Treatment & Incentives” never quite panned-out. Consumers still had to come to the dealership to buy a vehicle, and the incentives were basically the same as if you walked through the door.
Research Item #3: Facebook is ROCKIN! 15% of the people ON THIS PLANET use Facebook and usage is on the rise. Its presence as a significat cultural game-changer cannot be denied. Dealers are encouraged to attract fans by offering Special Treatment & Incentives.
JQ: Do you see where I’m going with this?
OK -- in addition to consideration of the above research comparisons, add some recent articles, such as this: Kids, Google + And The Increasing Speed Of Innovation | To Write Is To Think
Summary: the author was shocked to learn that his teen daughters and friends not only prefer Google+, but they view Facebook as intended for old people. My takeaway, quoted by the article:
“Teenagers eschewing their parents’ ways is as certain as the sun rising tomorrow.”
So, today, Facebook is the Shiny Pet Rock. What is history telling us it will be in 2022?
Actually, there’s probably little debate about the answer: it will either be Gone, or it will be Different.
It will be Texas Instruments, or it will be Apple. Remember when HBO only played movies? Or better yet... MTV played Music Videos (do you youngsters know that MTV, at one time, ONLY played music videos??)
So maybe that’s the better conversation: how will Facebook adapt to keep itself relevant? Because it has to, right?
And then back to the same ‘ol question: how do we, as dealers, keep-up with this constantly changing and expanding landscape?
Not gonna get any easier, is it?
