Facebook Inc(NASDAQ:FB)’s Offers, a free service, will
now be monetised by the social network to generate revenues for the company,
that is under increasing pressure from analysts and investors to look at new
sources of income.
Businesses used to utilise Offers to make their deals
available to fans on the social network platform. These offers are claimed by
fans and the vouchers redeemed at the relevant stores.
Facebook is planning to charge marketers at least $5
on related advertisements for promoting each offer on the site. The cost will
depend on the size of a company's Facebook pages.
For Facebook's founder Mark Zuckerberg it has all been
about offering services to users and getting them hooked on to it. However the
market is merciless and demands numbers. Facebook now finds itself in a
position where it has to monetise each and every aspect of the services it
offers.
"We think this aligns incentives nicely,"
said Gokul Rajaram, director of product management for Facebook's advertising
and Pages businesses.
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"The best results on Facebook Offers will come
from organic distribution plus paid distribution."
Deals related to Facebook Offers have not always been
properly targeted towards the relevant users.
Rajaram said that paying a fee for it will prod
businesses into making sure that marketers focus the offers towards people who
can benefit from it.
Facebook is also expanding Offers to online-only
businesses, he added. Before, the service was available only to merchants with
physical locations.
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