(Newswire.net — December 11, 2014) East Aurora, New York — Will the steady stream of personal injury attorney ads that permeate the TV and radio airwaves be moving to your Facebook News Feed? Digital marketing consultants think so, but how will users react?
Digital Internet Marketing Returns, a division of VerdadCara Inc., predicts that Facebook News Feed ads will very shortly dominate all other media platforms for ad revenue, a fact that no doubt will capture the attention of savvy lawyers seeking to advertise in this complex marketplace.
As traditional media, such as TV, radio and the nearly extinct Yellow Pages decrease in reach, mobile and social advertising experience huge growth. Moreover, according to Business Insider’s predictions, revenue generated from the mobile ad market will grow the fastest and top $32.6 billion in 2018. One only has to look around in any venue to see where the eyeballs are turning – they are habitually facing downwards at smartphones.
Why Online and Mobile Advertising?
Businesses engage in two types of advertising: search based advertising (such as Google and other search engines which render print Yellow Pages advertising essentially irrelevant) and interruption based advertising (traditionally TV, radio and even print ads). The traditional types of this latter form of advertising only appeal to an increasingly older audience. That audience is diminishing in number and is being taken over by more powerful mobile advertising. People spend less time watching TV, listening to the radio or reading the newspaper than they do glued to their smartphones.
Why Facebook?
An incredibly strong player in social media and online marketing, Facebook’s mobile ad revenue made up about 62% of its overall ad revenue in the second quarter of 2014 and in the last quarter, its mobile ad revenues increased 151% year-over-year.
Perry Marshall and Thomas Meloche, in the newly released “Ultimate Guide to Facebook Advertising: How to Access 600 Million Customers in 10 Minutes”, point out just how advanced Facebook’s advertising platform has become.
Facebook knows everything from its users’ browsing habits to their financial information, which enables lawyers to target specific demographics and readily capture high value clients.
Facebook added another 40 million users in the second quarter of this year and has one-fifth of the world’s population logging in at least once a month. Facebook users log in on average 14 times per day and, 80% of the time, it’s done via smartphone. Facebook owns the mobile phone ad market. To capture this growing, vast audience, law firms must go online and advertise on Facebook.
Why News Feed ads?
Facebook News Feed ads can be commented on, liked and shared, increasing the their social proof and influence. Moreover, these ads are placed in such a way as to become part of the natural flow of a Facebook user’s streaming feed, so it appears organic to the user.
While many Facebook users don’t seem to mind these ads (they have been shown to be a very effective method for getting people to click-through), not all Facebook users are so amenable to their placement.
In response to his Facebook News Feed ads, Sam Ovens, a marketing consultant from Auckland, New Zealand, received a lengthy diatribe from one user, David Peattie in the US. Mr. Peattie, refusing to “support, purchase or use any service or goods from any company that sponsors these intrusive ads”, hopes that through his letters “enough companies [may] realize that it’s actually costing them business instead of gaining them anything…” .
Paul Beauchemin, a New York based digital marketing consultant on reading this said, “There seems to be no revolt among Facebook users. In fact, people click on those ads in ever increasing numbers.” He commented further that “smart Facebook advertisements engage the readers and provide valuable information that solve people’s problems and are often welcomed by many.”
Beauchemin is a man on a mission: “Attorneys are traditionally on the trailing edge of changes to marketing practices. Those that are willing to trail blaze will leave their competition struggling to attract new clients as the baby boomers leave the marketplace.”
About VerdadCara Inc
VerdadCara Inc. is a digital marketing agency that specializes in serving professionals in the legal market. Business divisions include Digital Marketing Returns, 48 Hour Local Leads and PI Profits.