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The
New Age of Advertising
The new age of technology has made social media platforms a beneficial form of marketing and advertising
By: Colby Cohen
“To some entrepreneurs, social media
marketing is the “next big thing,” a
temporary yet powerful fad that must be
taken advantage of while it’s still in the
spotlight. To others, it’s a buzzword with
no practical advantages and a steep,
complicated learning curve.”
Jayson DeMers
PHOTO CC: Wikimedia
2.
Advertising
It is part of our surroundings and
cultural backdrop
Identifying with brands through
Ambient Advertising.
PHOTO CC: StaticFlickr
6.
Ambient Advertising
In an environment absorbed by
commercial messages we become
more adapt to recognizing brands
when they become familiar to us.
When they are familiar with us
they start to become more likeable.
When advertising becomes part of
our "lived" environment
PHOTO CC: Wikimedia
6.
Advertising is CONTENT It is not treated as an "add
on" it is often looked at as
"Must-See Programming"
Making high-budget Hollywood
production advertisements
streaming on high mainstream
media coverage like the super
bowl, or the Oscars
Creative ads that make people
want to consume.
Is it status update worthy?
PHOTO CC: Wikimedia
6.
Goal for advertisers:
advertising something that adds
REAL VALUE and INSPIRES
PHOTO CC: Pixabay
6.
Social Media Social Media is seen as the group of
internet based applications that allows
the creation and exchange of user-
generated content, Defined as:
In the recent years technology use
has only been increasing.
With our phones and computers
always accessible within an arms
reach It is clear to see that
we are in
PHOTO CC: Pixabay
The "Screen Age"
the online technologies and
practices which people use to
share knowledge and opinions1.4.
Social media assumed to be
"social aggregations that emerge from
the net when enough people carry on
public discussions long enough with
sufficient human feelings, to form
webs of personal relationships in
cyberspace"
PHOTO CC: StaticFlikr
4.
Things We Hardly Notice
Whether or not we realize it, ads have an
impact on us!
T.V ads, Billboards, etc...
PHOTO CC (left to right) : Wikimedia, StaticFlickr, Pixabay
Social Media Advertising
"Social media targeting is a method of
optimizing social media advertising
by using profile data to deliver
advertisements directly to individual
users. Social media targeting refers to
the process of matching social
network users to target groups that
have been specified by the
advertiser."
PHOTO CC: Wikimedia
7.
"There is rapid growth of social media and
motivation of brand owners to participate
in social media" 4.
Social Media Based Brand Communities
It harnesses an environment for a free flow of
information
PHOTO CC: Pixabay
Connecting with customers and to enhance their brand
communities using sites like Facebook, Instagram, Twitter...
They provide users with sense of freedom and allow them to
converse in various languages, topics, and issues
Broader concept of "virtual communities", the platform is Web 2.0 (the
new World Wide Web) + user-generated content
Brand communities were originally established on the old Web 1.0
platform with companies initiated by customers ... however with the
popularity of social media websites, companies are using social
networking sites to support the creation of brand communities.
4.
How it Differs from Regular Advertising
With traditional media, individuals consume
content passively.
Content using social media
platforms can be created by
community members
through active participation
in social media based brand
communities.
PHOTO CC: StaticFlickr
4.
Trusted ReferralModel
Good word of
mouth = Good
Advertising for a
Brand
Social Media advertising relies on the...
PHOTO CC: Wikimedia
5.
According to Hubspot:
92% of marketers in 2014 claimed that social media marketing
was important for their business
80% indicating their efforts increased traffic to their websites.
According to Social Media Examiner:
97% of marketers are currently participating in social media
2.
However... there can be issues that arise
with advertising on social media
Facebook Controversy
When Facebook revealed its social context advertising plan
Offered brands to bring “Word-of-mouth marketing at scale”.Allowed advertisers to post updates on users feeds to notifytheir friends of their commercial activity at participating retailers
Controversy exploded – Holiday
2007 when some people had their
surprise engagement activity foiled
by Facebook; showed that they had
recently visited a jewelry store and
made a purchase.
PHOTO CC: StaticFlickr
6.
Other Issues...
ADBLOCKERS
In the age of ad skipping,
more pressure for cultural
creatives to engage in
deep product integration,
product placement.
Millennials say they 84% don’t notice ads on social
sites
PHOTO CC: Wikimedia
6.
The BENEFITS social media
marketing
However it's not all bad
2.
Increased Brand
Recognition
Opportunities
to Convert
Improved
Brand
Loyalty
So... what is the future of
social media marketing?
Participation in social media marketing by B2B marketers –
climbed over 90 percent between 2010 and 2012
One-third of global B2B buyers leverage social media to engage with their
vendors, and 75% expect to use it in future purchases processes.
Marketers rate social media as the second-most important factor (64%) in
organic search success, behind only effective web pages (82%).
60% of B2B companies have acquired a customer through Linkedin,
followed by 60% through company blogs, 43% through Facebook, and 40%
through Twitter.
3.
3.
The future of social
media marketing is
looking very bright!
References
1. Bielski, Zosia. "Portrait Of An E-Family: How They're Making Their Hyper-Digital Lives Work". The
Globe and Mail. N.p., 2017. Web. 1 Mar. 2017.
2. DeMers, Jayson. "The Top 10 Benefits Of Social Media Marketing". Forbes. N.p., 2017. Web. 1 Mar.
2017.
3. "Future Of Social Media Marketing, How B2B Marketers Are Scoring Big With Social Media". Marketo.
N.p., 2017. Web. 1 Mar. 2017.
4. Laroche, Michel et al. "The Effects Of Social Media Based Brand Communities On Brand Community
Markers, Value Creation Practices, Brand Trust And Brand Loyalty". Computers in Human Behavior 28.5
(2017): n. pag. Web. 1 Mar. 2017.
5. Matrix, Sidneyeve. "Module Three, Lecture Two, Print Media". 2017. Presentation.
6. Matrix, Sidneyeve. "Module Two, Lecture One, Promotional Media". 2017.
Presentation.
7. "Social Media Marketing". En.wikipedia.org. N.p., 2017. Web. 1 Mar. 2017.
8. Photos came from Wikimedia, Static Flickr, Pixabay, all photos under the Creative Commons Zero
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