With an impressive global MAU (monthly active users) of 2.32 million and highest active usage rate of 72.4% of population being observed in North America alone, the social media mogul Mark Zuckerberg has many feathers in his cap. However, FaceBook is losing its once-so-dominant position in the social media circles, with the younger generation being hooked by YouTube, Instagram and SnapChat. Online marketing blunders can be squarely blamed for this meltdown.
- Unimpressive App-Marketing Strategies
FaceBook does run awesome apps to rope in the continued patronage of mobile users. But the core priority was only on creating a dedicated mobile site. Till as late as 2012, iOS and Android optimized apps of FaceBook were not very reliable. App crashes were common during the initial years, when all other online businesses were hell-bent on developing a range of hybrid and cross-platform apps. Today, app-marketing is an essential part of any digital marketing strategy. The celebrated FaceBook Lite that shot to fame between 2009-2010 was discontinued after a mere eight month period. Learning from its mistakes, the FaceBook Messenger app was on offer, and it became an instant hit, but not before losing a substantial share of mobile usage and ad revenues. The FaceBook Ipad App was blamed for failure to email out links and for screen space wastage during chats. There was another unsuccessful attempt by FaceBook to integrate mail into its platform with the launch of FaceBook messages in 2010, but it did not turn out to be the Gmail killer as it was expected to be.
- Multiple Failures Of FaceBook Services
FaceBook Deals and FaceBook Offers were launched ambitiously to further the impact of the organization in online trade, but they ended up as mass failures. Both the features have now been discontinued, thanks to the absence of a result-oriented digital marketing strategy. The FaceBook Deals offered discounts to those users checking in at a retailer’s location. The FaceBook Offers scheme was promoted through Sponsored Stories. The Groupon-like service from FaceBook was doomed for failure as it failed to attract required traction. Greed to monetize audiences has been the reason for multiple marketing failures of FaceBook services. FaceBook Gifts, that was popular between 2007-2010 for low-cost virtual gifts fell flat , when the payment structure was altered.
- Dwindling Rates Of User Engagement
Evidence of user engagement is measured by platform metrics such as posts, comments, shares and likes. FaceBook engagement rates have been declining for the last many years. A study by Forbes has brought to light that there has been a shocking 50% drop in FaceBook engagement over the past 18 months, which is a worrisome statistic for the social media major. This is a major challenge for the online marketing initiatives of FaceBook. For businesses, FaceBook is a platform that does not provide for good control mechanisms. anybody can post anything on FaceBook. The ad costs have also been raising over the past few years and many businesses find FaceBook as an expensive marketing tool. Frequent changes in UX (user experience) also has been a setback in its marketing plans.
- No Clear Strategy To Fight Off Ad-Load Saturation
FaceBook ads are world famous and there are organizations that run their entire online stores on FaceBook. Ad revenue is very crucial for the sustainable future of FaceBook. However, the last few years have not been very rewarding for the organization. Because everyone out there competes to place ads on the social media platform, the audience is subject to ad fatigue. This results in lower ROI in FaceBook ads, making the advertisers look out for alternative Pathwwway sources. News is out that FaceBook will continue to depend on Instagram to make up for ad revenue. The trend has resulted not only in a reduction in ad revenue but also in user growth. Though FaceBook incorporates many measures to further its ad revenue from mobile and web platforms, there is no well-defined strategy to prevent ad-load saturation for its clients.
- Failure To Manage Social Impacts And Shoulder Social Responsibilities
Social marketing has become an integral part of any good digital marketing plan. However, much as the FaceBook online marketing program is influential and up-to-date, it has ignored the management of social impact. FaceBook has a broader social call to shoulder than what it is doing right now. There is no long-term effort in the web marketing agenda of FaceBook to set global standards for corporate social responsibility. FaceBook has been under the fire even in the past when it shut down its first ad platform Beacon for unwarranted use of private information. The organization has also been accused of the callous nature of its Sponsored Stories feature. These are failures from the social front that have had an impact on their digital marketing plans for the future.
- The Controversy Over User Data Management And Infringement On Online Privacy
The Cambridge Analytica scandal has put FaceBook in a rather embarrassing light in front of its global client base. Even a public apology from the important stakeholders has not prevented the brand image from decline. That FaceBook knows more about their users’ private information, when compared the users’ own friends, has been quite shocking a revelation and a direct breach of the provisions of GDPR (General Data Protection Regulation).
On-time recovery measures have helped FaceBook sustain failures. To quote the vibrant FaceBook CEO, what matters is not how one fails, but what is taken away from such failures for marching ahead. With the grand announcement to unify Whatsapp, Instagram and Facebook Messenger, the social media network hopes to bounce back and make up for its past mistakes. Even as the Facebook ad manager platform was down on the crucial Black Friday this year, the outage was quickly resolved and Facebook is all set to make dynamic changes to its online marketing strategies.