Facebook offers its advertising facility with Facebook ads. These can be noticed in the side columns of Facebook. These classic ads are more specifically known as marketplace ads. These include a headline and a copy, image, and click-through link to a Facebook app, a Facebook page, or a website. Facebook advertising can be a beneficial strategy to increase the overall reach, likes, clicks, and engagement. The advertising features of Facebook are as follows:

Demographic targeting

Ability to set budgets

Ad testing

Niche area advertisement ability

Built-in performance measurement tools

Using Facebook advertising for just increasing “Likes” can be extremely beneficial. Because once a user likes a page, they become followers of the business page, and the posts will keep appearing on their Facebook News Feed.

Best Social Networking Enhancement Steps by Facebook
Over time, Facebook has acquired many new companies and tops the industry in social networking. It comes under the Big Five technology companies by marking its place among Microsoft, Google, Apple, and Amazon. Facebook’s strategy is to buy potential rivals before they get big.

Developing Messenger: In 2008, Facebook developed Facebook Chat, then in 2010, it was revamped and subsequently became the standalone iOS and Android app in 2011. The messaging facility then separated from the Facebook app. It is now even available for desktop use. This app makes communication among random strangers possible over the web. This is very beneficial for businesses, as customers can communicate with brands that ORM then manages.

Acquiring Instagram: Kevin Systrom and Mile Krieger developed Instagram in October 2010. Facebook later acquired Instagram for $1.0 billion in 2012. Its worth now is around $100 billion. It is a new age platform preferred and used by many celebrities, even over its parent company. Various competitions and campaigns are held on Instagram, which greatly benefits the products.

Acquiring WhatsApp: WhatsApp was a revolutionary messenger service app that sorted the lives of people worldwide. People once had to pay for SMS, WhatsApp helped them quickly communicate with each other for free just over cellular data or WiFi. This platform has been minting money through its business and corporate plans. Because of its quick and preferred access, various organizations have been using it to connect with people worldwide.

Discounts Rule – Consumers today are always looking for discounts and the best price for their shopping. Digital media has enabled the consumers to compare the prices of the products in real-time and taking a decision after going through all the offers made by different sellers. Their shopping decisions are mainly guided by the discounts and rewards offered by the sellers.

Anytime Anywhere Shopping – As shopping can be done anytime and from anywhere, consumers need not be present to avail the offers made by the merchants or online retailers, this anywhere and anytime shopping means that the consumers will never have the FOMO as they will have information about the forthcoming sale and promotions through E-mails and other social media.

Bye-Bye Consumer Loyalty – When the shopping decisions are driven by the discounts offered by the merchants and retailers, consumer loyalty is becoming rare. This is a huge change in the behavior of consumers, who were loyal to a brand or to a shop earlier, but now, in this age of digital media, they are only loyal to discounts.

Paying through EMIs – Consumers nowadays is willing to purchase costlier products provided they are given the option to pay in monthly installments (EMIs). This has enabled the consumers to buy high-quality products which were out of their reach earlier through EMIs.

Feedback, Reviews, and Interaction with Sellers / Brands
Digital media has made it possible for consumers to interact on a real-time basis with the sellers and brands. E-mails, websites, and social media have made this possible, which was unthinkable before few years. How digital media has changed consumer behaviors with respect to feedback, reviews, etc. can be seen from the following points:

Instant Feedback – Once the consumer gets the delivery of the product, he or she will immediately try it out and post the pictures on social media, Write the product’s review on different shopping platforms and talk about it in their circle. Due to digital media, the speed at which a company gets feedback from the consumer has increased immensely.

Online Footprints / Impressions – Consumers posts everything online – be it their purchase, their trying out, their reviews, raves, and complaints. This all information is available online all the time on different platforms and social media. This is invaluable data that provides rich insights into the consumers’ behaviors. Digital media has made it possible to collect and analyze this data by the sellers and companies for their marketing purpose.

Interaction with Brand – Most of the brands and sellers are digitally present and available all the time. Digital media has made it possible for consumers to reach out to companies for their requirements or praise or registering dissatisfaction, or commenting on their marketing campaigns.