The answer is Facebook but unfortunately it’s not that clear cut. That’s because you need to do both; Facebook for advertising and Google for ‘distribution’.
DISTRIBUTION IS YOU BIGGEST BUSINESS DRIVER
“What’s your number one business driver?”, This is a question I used to frequently ask my team when working at Procter. I’d ask the question randomly – like on the way back from lunch – it’s was probably very annoying but I enjoyed it and everybody was very clear about what we needed to work on in order to sell more stuff. The answer was always ‘distribution’ or more likely “sigh, distribution, Mick”.
WELL, DISTRIBUTION WAS YOUR BIGGEST BUSINESS DIRVER
The internet has changed the situation though at least in the sense that we used to understand it. Distribution is now ubiquitous. Now once it’s online it has 100% distribution and everyone can buy it. Clearly the restrictions of a product having to be on shelf in the store you happen to be in no longer apply.
However, the ubiquity of distribution actually changes things only marginally. Because of that very ubiquity we need help to sort through the clutter (see numerous studies of the likes of stores selling more jam with 3 choices than with 36 choices because shoppers just can’t make a decision when faced with too much choice). The internet is akin to a physical store without the shelves, with everything scattered randomly on the floor – now find the Pampers size 5+!
ON THE INTERNET GOOGLE IS DISTRIBUTION
Google is what we use to sort through all the choice on the internet today. How we are able to make a choice when faced with an unmanageable amount of options. Google in the internet world in effect owns distribution. Digital marketing campaigns still need distribution and hence need Google. You will need to ‘advertise’ (paid, SEO, etc etc.) with Google, it’s just …. well … not advertising.
ONLY ONE WAY TO CREATE DEMAND
So what is advertising? … you’ve guessed it … Facebook. If advertising is essentially ‘creating demand’ (one of 3 aspects of marketing – see this post).
Before Google is relevant – for there to be enough awareness for people to search for your product or recognise it in search results, for people to choose your product over competition – you’ll need advertising.
Today – for the vast majority of any market – your only option is Facebook.
THE ANSWER IS FACEBOOK
So the answer to the question in the title is Facebook. But – to be very clear – you need both Facebook and Google for a comprehensive marketing campaign.
What’s also clear is that both Facebook (FB) & Google (GOOGL) should and will take a large and increasing amount of marketing budgets everywhere. This is not news but it is remarkable that their growth continues apace.
Also published on Linkedin