Marketing Research

Start Your Free Trial

Which factors are marketers advertising on Facebook using to influence consumers?

Expert Answers info

jhussung eNotes educator | Certified Educator

calendarEducator since 2019

write231 answers

starTop subjects are Literature, History, and Social Sciences

When advertising on Facebook, advertisers have access to a massive amount of data that they can use to precisely target their ads. A user's Facebook can be viewed as a massive database they create over a period of time—detailing their interests, networks connections, and how these things change.

At the most basic level, advertisers can target ads based on demographic factors: the age, gender, and location of users. This can give advertisers better tools for targeting consumers in specific demographics; thus they decrease the odds of paying money to advertise to someone who will be completely disinterested in a product.

However, the kinds of tracking and targeting used by advertisers can go much further. In a famous example of targeted advertisements, Target once created a system to analyze customers' buying patterns in order to tell when a customer had become pregnant in order to start sending them coupons for pregnancy-related items. The automated system was so effective it discovered that one teen was pregnant before her parents knew and sent her explicit pregnancy coupons.

While advertisers learned...

(The entire section contains 3 answers and 554 words.)

Unlock This Answer Now


check Approved by eNotes Editorial

Steph Müller eNotes educator | Certified Educator

calendarEducator since 2018

write437 answers

starTop subjects are Literature, Business, and Social Sciences

check Approved by eNotes Editorial

Gracie O'Hara eNotes educator | Certified Educator

calendarEducator since 2011

write6,754 answers

starTop subjects are Literature, History, and Business

check Approved by eNotes Editorial