Jaime Polo's Blog

(Para leer este artículo en español, pulse aquí.)

Focusing on business, making promises and keeping them is a difficult relationship because as more promises you make, the harder it is to keep them.

This becomes specially difficult in the market. In order to attract customers, you have to make promises and create expectations. If your promises are below competitors’, your potential customers will go to them. On the other hand, if your promises are over competitors’ but you cannot make them real, your customers will be disappointed and no longer will buy from you.

As a marketer, you have to create a balance between the promises made and the ones you can perform. It is much better that your customers get a “wow” with previous low expectations than it is to simply accomplish expectations. Perhaps, it is better to have less customers but more loyal.

Recently, Facebook announced a new feature: Community Pages. In my opinion, this is a turn in their business model. It was only based on online advertising and I expect they will be charging for owning an official fanpage. With so much companies around the world, and with more than 400 million users, business will be willing to pay that money for being there, and using all the features available to increase their sales.

Pay-per-click is not profitable enough. As people gain experience online they become aware of frauds and they tend to reduce clicking on advertising. As well, visual advertising becomes invisible as users visit the same page more and more. In conclusion, the probably new Facebook’s strategy is reasonable.