Sunday, February 12, 2017
Digital Marketing Managers: 3 Ideas to Increase Revenue with Social Media Advertising
As a Digital Marketing Manager reaching your high value customers is becoming more difficult in the disrupted marketplace. Likewise, thanks to digital and new media, audiences and channels are more fragmented than ever before. As a graduate student in the Northwestern University Medill’s IMC program, I have been researching social media advertising and found two articles that will help you understand and use social media in a strategic way.
In the article, “Social Media Advertising: The Complete Guide”, Christina Newberry discusses how online and digital media advertising are growing, especially social media advertising. The most used platform is Facebook covering 35.4% of the total display advertising in the United States. Companies are switching their advertising spending from traditional media to digital at a fast pace. Therefore, Christina Newberry decided to share some tools and recommendations to easily create ads in six of the most used social media platforms: Facebook, Twitter, Instagram, Pinterest, LinkedIn, and Snapchat. However, it is important to choose which platform is ideal for your organization and create unique content strategies that will engage your target market.
Even though social media advertising has proven effective to reach a company’s target market, many consumers find targeted ads to be annoying and disagreeable. That is why ad blockers have become increasingly popular and this represents a problem for marketing communications. That is why Kevin Jennison enumerates in “Ad Targeting is failing users”, some recommendations that companies can implement to deliver a better targeted ad experience for consumers. His three recommended actions are to let consumers decide which ads they want to see, target users based on their actual context, or simply wait for advertising technology to improve with the hope that new algorithms will resolve this problem.
Based on my review of these two articles and relevant studies I have done in Medill’s Integrated Marketing Communication program at Northwestern University, I have developed three ideas you should consider when planning social media advertising strategies.
· Symbiosis increases results-
Traditional media advertising is not dead; investing in it can help support your company’s social media advertising strategies.
· Divergence engages consumers-
Creating unexpected, “outside the box” social media strategies will make you successful and attractive in a world full of options where customer loyalty is slowly disappearing.
· Embrace change fast-
Customers adapt to changes in technology and social media platforms faster than marketers and companies; you must react quickly, but accurately to stay relevant with your target market.
If you take into consideration the three ideas mentioned before, you will be one step closer to successfully plan social media advertising strategies for your company that stay in your target market’s minds.
About the Author:
My name is Alexandra González. I am a graduate student in Medill’s IMC program at Northwestern University with an expected graduation date of December 2017. I am looking to increase my knowledge in Digital Marketing and Brand Strategy. I have previous experience in communications and digital film production. Contact me at Twitter @asg1616 or Linkedin.