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Advertising using the social networking sites
Posted :18-Jul-2014
Keyword :advertising,networking sites
Author :Admin
Description :

Using social networking sites for advertising your business products or services can be much cheaper at targeting your campaigns to new customers.



Marketing is one of the most important factors that can decide the fate of the product or service or the creation of brand equity. For effective marketing, proper communication and promotion is required, hence advertising plays a crucial role in creating the visibility of the product. It is one of the elements of the pull strategy of sales, where the customers are enticed to buy the product because of good and addictive advertising. Marketers have understood the importance of advertising for decades when mass production started, and there was a need to promote the products instead of just relying on the products to sell themselves as markets became more saturated with competition.


Traditionally, advertising has been done using mass communication platforms such as print, television, radio, and outdoor promotions. All these mediums have a mass appeal and are able to pass the communication to the entire mass, which make it possible for mass marketing. However, these are very expensive forms of communication, as the amount spent on these ads are very high and there is no control over the response rate from the customers. In simpler terms, after making a television ad, you realize that it is not that effective, and that it needs to be changed, then one will have to spend twice as much since every change is just as expensive as a new ad itself. Also, there is another set of opinions that believes that marketing depends on segmentation and targeting, so when the money is spent on a television ad or a radio ad, even the people are not among the targeted group are exposed to the advertisement. As a result, money is wasted unnecessarily in mass communication.


The digital medium has emerged as the newest medium of advertising. This has lead to the entire concept of digital marketing where the brands are trying to reach their customers using the internet. The internet has proved to be a boon for marketing. The social networking sites, which started a decade and a half back have now become the prime space for advertising on the internet. The popularity of the social networking sites have millions of followers and members have made advertising on them a firm interest of every marketer.


The ultimate goal of marketing of to attain the concept that means that every customer is unique and should be catered according to his or her needs, which are different from anyone else’s needs. Digital marketing has made possible to achieve this idea in reality. Advertising on digital platforms and social networking sites can be targeted only to your target segment. This makes targeted advertising possible and achievable. Every user leaves a digital footprint on the internet whenever he or she buying stuff online while mingling on the networking sites or even surfing, which can be traced back to them. So by using technology, we can do customer profiling to understand their buying habits and patterns, and then expose then to ads that they are most likely to react to. As a result, the effectiveness of these ads increases due to a high response rate of the customers. Moreover, advertising on the digital medium such as social networking sites is relatively much cheaper and performance based, hence every ad is accountable to create visibility. If it is not able to do so, then they can be replaced with better ads at a fraction of the cost when compared to traditional and non-digital forms of advertising.


These social networking sites are gathering more and more interest among the marketers with every coming day. It is almost impossible now to launch a brand and not be present on a digital platform; every brand now has to have a dedicated budget of marketing kept aside for digital marketing. This makes complete sense to explore the limitless possibilities that digital platform can provide for marketing with respect to advertising and much more. With the increasing popularity of social networking sites, one can safely say that they are here to stay. They have created a shift in paradigm of how advertising works, and they have given us a glimpse into the future of how the advertising can be shaped to create a customized experience for every customer.

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