Marketers want to maximize their targeting of their messages. Why advertise to someone who is not likely to use your product? Get the most bang for your buck. Don't waste your marketing budget on ads that do not work. Facebook has been successful for many reasons. People like it for sharing information about their lives and finding out about others. They like it for the games and interesting fan pages. Those in advertising love it since they can find out so much about people from their profiles, and target their ads to them. Plus, many people visit Facebook several times per day and often spend a lot of time on the site each time they visit. The more time on the site, the more ads they see. For instance, let's say you own a company that has a product that is purchased by white females who are living in rural areas, between 25 and 40 years old, who enjoy romantic comedies, fashion and travel. They can be targeted via Facebook by looking at their profiles. Sites like Twitter, LinkedIn and Pinterest provide information about their users, but not to the extent that Facebook does. Here is a great quote from Konstantin Guericke, co-founder of LinkedIn. "The Internet provides more precise targeting opportunities, so marketers can put the right ads in front of the right people and acquire customers for less money. It's about precise targeting-finding the right sites that can provide you with the audience you're looking for and then very quickly acting on the results of the ads because you have a lot more data and can track things all the way to the product purchase."
Quote from "Principles of Internet Marketing: New Tools & Methods for Web Developers" by Jason Miletsky, 2010
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