Social media allows a business to shout out their latest product news to a mass market and, more importantly, engage with their customers.
The sheer volume of people using social media has inevitably attracted businesses to the medium, not only proactively engaging, but also advertising separately alongside social-network profiles. Social media allows advertisers to target advertising more directly and specifically then ever before.
However, a recent survey suggests consumers pay little attention to such advertising methods, so is social media pay-per-click or pay-per-impression advertising a viable part of the marketing mix?
To understand the true efficiency of advertising within social media, marketing research organisation Maximiles recently conducted research on consumer’s behaviour towards such methods. The results show that 79% of users claim they rarely or never pay attention to advertising on social networks - but why?
If we believe that to achieve better results from a direct online advertisement we must choose a site with relevant content, we must also follow rules like any other ad-based marketing tactic
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The survey also found that over half of consumers stated they were more likely to be influenced by adverts that are directly related to the content they are viewing. For example, a Champagne appreciation Facebook group may take more notice of an advert presented by Veuve Clicquot than the same ad space being taken up by an insurance company.
So if we believe that to achieve better results from a direct online advertisement we must choose a site with relevant content, we must also follow rules like any other ad-based marketing tactic, including:
- keep things relevant and targeted
- Use engaging copy – especially in the headline
- Use eye-catching and connected imagery
- Keep it snappy
- Have a strong 'call to action' that leads to more of the same on a click-through
Online advertising is also best used as part of an overall campaign that takes off-line into the mix too. Traditional, offline methods have been the route from which digital marketing has emerged.
More often than not, a digital strategy will need support from other, more traditional platforms to maximise message exposure and create a safety net. Putting all of your eggs in one basket is not the thing to do.
For example, as a retailer, however much you engage in online and digital activity, you would never shut the blinds on your shop window. Much depends on your proposition and the best way to bring it to your target audience, using all of your available routes in a coordinated way.
Multiple uses of the same or similar messaging with consistent branding across multiple media touch points will create a portfolio approach to your campaign that gives you the best opportunity to gain overall success.
It’s easy to get caught up in trends, so before implementing your 2011 marketing strategy, even if you already have, maybe it is time to rethink your levels of digital marketing. Creating a portfolio of various marketing activities will foster communication with all your target consumers and create a safe yet successful campaign.
