Facebook Inc. Marketing Communication Mix

Facebook Inc. marketing communication mix is associated with the integration of individual elements of marketing mix into the marketing strategy of the social media company. Elements of the marketing communication mix include print and media advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling.

Advertising

Being a popular e-commerce company, Facebook Inc. also occasionally advertises itself via traditional media such as billboards and television. In the UK, the company has already invested more than GBP 6m in advertising through traditional media in 2015, compared to a meager GBP 16,000 spent by the company in the previous year.[1] Moreover, Facebook traditional media advertisements in the UK included major TV channels and The London Underground.

Nevertheless, viral marketing remains to be the main advertising technique extensively utilized by Facebook. Recently, the company launched a massive ad campaign for Facebook Live, placing user videos at the core of the campaign.[2] The social media giant also runs its own advertisements on Facebook. Generally, For 2015, 2014, and 2013, advertising accounted for 95%, 92% and 89%, respectively, of the company’s revenue.[3]

Sales Promotion

The list of the most popular sales promotions techniques used by many businesses around the globe include money off coupons, competitions, discount vouchers, free gifts, point of sales materials, loyalty cards and others.  Up to date, Facebook has not used any of these sales promotions techniques in order to increase the sales of its Facebook Ads. Instead, the social media company chooses to concentrate on increasing the level of customization of its advertising service reflecting the unique aspects of each business that wants to advertise on Facebook in terms of target customer segment, advertising budget, duration of advertisement campaign and others…

Facebook Inc. Report contains more detailed discussion of Facebook Inc. marketing communication mix and marketing strategy. The report also illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Facebook Inc. Moreover, the report contains analysis of Facebook’s leadership and organizational structure and discusses the issues of corporate social responsibility.

[1] Jain, A. (2015) “Facebook Inc (FB) Using Mass Media Ads To Promote Itself” Value Walk, Available at: http://www.valuewalk.com/2015/04/facebook-retro-to-promote-itself/

[2] Nudd, T. (2016) “Facebook Launches a Big Ad Campaign for Facebook Live, With User Videos at the Core” AdWeek, Available at: http://www.adweek.com/news/advertising-branding/facebook-launches-big-ad-campaign-facebook-live-user-videos-core-174176

[3] Annual Report (2015) Facebook Inc.