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The fascination with Facebook has always boggled my mind. Lately, I’ve become ultra sensitive to the CTA’s on ads from brands and the amount of ones that drive to their Facebook fan page vs. their OWN website. I shake my head thinking, “There’s another advertiser that spent $100,000 to give free advertising to Facebook.”
I won’t ask the question, “What happens when Facebook is no more,” because too many brands are focused on short term vs. long term goals, especially when creating advertisements.
As non-sensical as it is, I think I finally have the answer to why marketers do this. It’s simple really. Are you ready? Wait for it… It’s because so many brand marketers, the ones making the advertisements, don’t have control over their own websites! The websites are run by the “eCommerce” or IT team while most Brand Marketers sit in a completely different area, most of them not having any online experience whatsoever. While the eCommerce team drives direct revenue, the branding team drives, well, branding.
Unable to speak the language of the eCommerce team, it’s difficult to effect real change on the website, let alone have a landing page created that is a sensible transition from the CTA on the advertisement. With their hands tied, there’s nothing else to do but drive to Facebook where they can effect change.
It’s a sad day when departments within a single brand can’t even talk and support each other for a better long term goal. The age-old question becomes, how do you break down internal silos?
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