Marketing Mix - Facebook

Extract

[...] This marketing mix is ​​very specific, entirely specific to Facebook, and cannot be transposed to any other company. Only an undisputed global giant can afford to charge such low prices, for example, which are more than offset by the impressive volume of transactions carried out each year. Likewise, Facebook is one of the best examples in the world of viral marketing since it is at the request of users hitherto excluded from the community that the model has developed so rapidly and then extended to the whole world, bringing together nearly three billion users. [...]

[...] These four policies are combined, and should enable the company to achieve its business objectives. The marketing mix concerns four main segments: policy concerning the products or services sold, pricing policy, the policy of points of sale and distribution of products or services, the policy of advertising and promotion of products or services. These four segments are crucial and must be skilfully combined by the company to optimise its management and strategic development. Product policy refers to all the decisions taken concerning the range of products or services offered by a company: segments, range, strategic areas of activity, additional services, termination or discontinuation of certain products. [...]

[...] The main mode of marketing that Facebook benefits from is viral marketing, also known as the word of mouth. Users, satisfied with the services, communicate their satisfaction to their contacts, who then convince them to try the services offered. Facebook also uses direct marketing, reaching out directly to potential customers. Facebook tries to convince them to subscribe to their advertising services, including showing them other advertisements served by their competitors through the same social network. Facebook adapts its marketing to the different countries in which it operates and to their different stages of development in the technology, service, and social media industries. [...]

[...] Marketing Mix - Facebook I. Introduction A. Presentation of Facebook Facebook is an American company headquartered in California. It is a social network initially created in 2004 to bring together and connect students from Harvard University, then extended to other universities, and finally to the rest of the population. The network has grown very quickly. Sixteen years later, it brings together nearly three billion users around the world and has become a must-have for individuals and professionals. Its chief executive officer, Mark Zuckerberg, is often described as a visionary president and strategist who knows how to manage his company with talent and success and to grasp the major trends. [...]

[...] Only a few countries have banned the Facebook group, sometimes for several years. For example, China or North Korea refuses to allow free access to these social networks to their populations, in particular, because they are not in a position to control the information relayed on these networks. D. Promotion Facebook being a social network, most of its advertising and promotion policy is organised around social networks and digital advertising. In fiscal 2019, Facebook spent nearly $10 billion on advertising and promotion spending (up 20% from the previous fiscal year). [...]