Sow seeds on Facebook now for harvesting later

04/24/2012 | Advertising Age (tiered subscription model)

Marketers should consider shelling out for Facebook now, while the prices are low, rather than pay a premium later during the Q4 selling season, writes Dave Williams. Facebook's cost-per-thousand rate fell 9% and cost-per-click inventory slid 32% in the transition from Q4 to Q1, indicating that the social network's sales cycle is similar to that of other businesses. Besides, starting now gives marketers time to build up purchase intent in time for a big fourth quarter.

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