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Facebook被猛泼冷水 通用汽车称没效果 广告全撤

彩虹汉语-rainbowmandarin.com

Facebook was fierce dampen the enthusiasm of General Motors said that no effect

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通用汽车公司宣布停止在脸书(Facebook)上打广告,在脸书即将股票上市前投下震撼弹,引发市场对这家全球最大社群网站营运模式的质疑。sxTRainbow Mandarin 彩虹汉语

通用说,目前不打算继续在脸书登广告,但仍保持「积极的内容策略」。通用表示将继续扩大利用免费的脸书网页促销品牌。sxTRainbow Mandarin 彩虹汉语

据广告追踪业者Kantar媒体公司统计,通用去年在美国花费18.3亿美元打广告,仅次于宝硷和AT&T。而据估计,通用在脸书上的行销花费约4,000万美元,其中1,000万美元用于广告。sxTRainbow Mandarin 彩虹汉语

通用的举动凸显脸书面对的潜在问题:愈来愈多人批评脸书提供的广告服务,虽然许多公司拥有免费脸书网页,有些公司却不愿花费登广告,广告成长因而减缓。sxTRainbow Mandarin 彩虹汉语

掌握30亿美元通用全球媒体采购和计画的Aegis媒体美国公司执行长摩里斯说:「大多数广告主增加在脸书上的支出,但问题是,它们增加的速度是否让脸书满意。」sxTRainbow Mandarin 彩虹汉语

熟悉通用人士指出,脸书在证明这种新形式的广告能为品牌创造何种回报上,说服力不够。一位媒体采购人说,广告主对脸书的的评价好坏参半。脸书也还未碰上为客户带来很明显广告效果的案例。sxTRainbow Mandarin 彩虹汉语

美联社和CNBC最新调查显示,逾四成美国成年人每周至少登入脸书一次,但仅13%的受访者「完全」信任脸书,83%「极少」甚至「从未」点击脸书提供的广告。sxTRainbow Mandarin 彩虹汉语

不过,福特和速霸陆依然看好脸书的广告效应。速霸陆美国公司行销长伊凡斯说,他们一年在脸书广告花费5,000万美元,且明年还会增加,「我们对看到的效果很满意」。速霸陆主要以脸书当作公关而非销售管道。sxTRainbow Mandarin 彩虹汉语

研究业者佛瑞斯特(Forrester)的分析师近日在部落格上,指控脸书未认真看待行销,广告模式只有「微小」进步,并阻碍行销人员衡量广告效果。sxTRainbow Mandarin 彩虹汉语

其他分析师指出,现在论断脸书还太早,因为脸书仍未成熟。Altimeter集团分析师黎伯说:「脸书是下一世代的行销和广告,我想通用、脸书或其他公司都不确定会有什么发展,因为它还不普及。」sxTRainbow Mandarin 彩虹汉语

General Motors has announced to stop advertising on Facebook (Facebook), before the face book is about stock market sent shockwaves through, causing the market to this the world's largest social networking site business model questioned.sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
GM does not currently intend to continue in the face book advertising, but still maintain a positive Content Strategy. GM said it will continue to expand the use of the free face book page promotional brand.sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
Kantar media companies, ad tracking industry statistics, GM last year in the United States spent $ 1.83 billion advertising, after Procter & Gamble and AT & T It is estimated that the marketing of the generic face book cost about $ 40 million, including $ 10 million for advertising.sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
Universal's move highlights written on the face of potential problems: more and more people criticize the face book advertising services, although many companies have a free face book page, some companies are reluctant to spend advertising, advertising growth and thus slow down.sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
Aegis Media U.S. master $ 3 billion of GM's global media buying and planning, chief executive Morris said: "Most advertisers to increase spending in the face book, but the question is whether they increase the speed of face book."sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
Familiar with the general pointed out, face book to prove that this new form of advertising for the brand to create what kind of return is not enough convincing. A media buying, advertisers face book evaluation of good and bad mixed. Face book is not yet run into obviously the case of advertising effectiveness for customers.sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
The Associated Press and CNBC latest survey shows that the Sicheng American adults every week at least login face book, but only 13 percent of respondents "completely trust the face book, 83%" rarely "or even" never " Click on the face book advertising.sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
However, Ford and Subaru is still optimistic about the effect of face book advertising. Speedmaster Lumei Guo, chief marketing officer, Evans said they spend $ 50 million a year in the face book ads and next year will increase, "We are very satisfied" to see the effect. Subaru to face book as a public relations rather than the sales pipeline.sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
Research industry analyst of Forrester (Forrester) on the blog recently, allegations of face book is not seriously marketing, advertising only "slight" progress and impede marketers to measure advertising effectiveness.sxTRainbow Mandarin 彩虹汉语
sxTRainbow Mandarin 彩虹汉语
Other analysts pointed out that the thesis that face book too early, because the face book is not yet mature. Altimeter Group analyst Li Bo said: "Facebook is the next generation of marketing and advertising, I think the universal face book or other companies do not determine what development, because it is not widespread."
sxTRainbow Mandarin 彩虹汉语

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