How Facebook's Policy Changes Impacts Digital Marketing Strategy

The only constant in life is change. As the internet evolves, changes become inevitable particularly in online digital marketing strategies. This is most especially on social media advertising particularly on Facebook, readily the most popular of them all. No doubt, Facebook advertising has become a real potent force to reckon with in digital marketing strategies across a range of industries around the world. Many digital marketers now prefer Facebook for showcasing and advertising their products/services as well as for routine sales and branding efforts. Facebook ads have become the second most powerful digital advertising medium on the Internet, second only to Google and slightly ahead of Amazon. With over 2 billion monthly active users, Facebook is readily the right platform of choice for digital marketers to use in their online advertising. Inspite of that, Facebook advertising regularly undergoes fundamental modifications in response to exigencies in the advertising market and outcomes of judicial events particularly in the United States. Some of such judicial events derive directly from human rights and discrimination. At the moment, there are US laws which strictly prohibit housing discrimination based on color, race, religion, gender, national origin, family status, and disability. Facebook has responded appropriately.

In a normal course of business, Facebook is compelled to enact significant restrictions to its digital advertising platform. What that means is that Facebook has evolved with some restrictions on how advertisers may reach their target audience with paid posts relating to housing, employment, and credit opportunities. Somehow, these changes drastically alter how multifamily communities can filter prospects within Facebook’s digital advertising sphere. Some of such changes include the elimination of a filtering option that once allowed the targeting of Facebook users by “multicultural affinity.” That is, no more user activity which even remotely suggests any interest in any specific racial communities. In addition, Facebook platform now forbids advertisers from targeting their messages using age, gender, and even ZIP code filters.

Because effective digital marketing strategy does not start and end with only compliant Facebook ads, many digital marketers now work to prioritize branding and customer service over paid advertising. They no longer rely upon sponsored posts alone to solely drive conversions. No doubt, as the World Wide Web becomes increasingly regulated, Facebook characteristically has effected many changes on its platform. As a direct consequence, Facebook now gives more attention to the once-neglected sector of housing. Online communities are now forced to familiarize themselves with the changes taking place within all digital spaces. Doing so enables them to continue to effectively market their properties online. As a digital marketer, you stand to get the best results when you learn to adjust your advertising campaigns as quickly as Facebook makes necessary changes as regards to what is acceptable on its platform. This generally engenders more and fiercer competition amongst Facebook advertisers who now tend to focus much more on branding with new tools on housing that help to place apartment communities exactly where they can easily benefit from searching apartment renters and or buyers.