Be where the world is going: Be seen where everyone is watching!
Social media advertising engagement is the sum of experiences that people obtain while being
confronted with social media advertising on that platform. People actively use and engage with
the various platforms differently based on the unique characteristics that each offers in terms
of functionalities, interface, and content.
confronted with social media advertising on that platform. People actively use and engage with
the various platforms differently based on the unique characteristics that each offers in terms
of functionalities, interface, and content.
THE SAME SOURCE DELIVERING THE SAME MESSAGE TO THE SAME AUDIENCE ON SEPARATE OCCASIONS PRODUCES DIFFERENT EFFECTS:
The differences in Social media translate into different experiences with a platform and the
advertising embedded within it, in that engagement is variable across domains, product categories,
and brands.
advertising embedded within it, in that engagement is variable across domains, product categories,
and brands.
Social media platforms also differ in many other characteristics, for instance,
Modality,
Private versus public access to content,
Privacy parameters,
Type of connections (friends/ colleagues), and
Longevity of content accessibility.
It is likely that all of these characteristics contribute to different engagement experiences among
social media platforms. The same source delivering the same message to the same audience on
separate occasions produces different effects depending on the context in which the message
appears.
social media platforms. The same source delivering the same message to the same audience on
separate occasions produces different effects depending on the context in which the message
appears.
SOCIAL MEDIA ADVERTISING, OR SOCIAL MEDIA TARGETING:
These are advertisements served to users on social media platforms. Social networks utilize user
information to serve highly relevant advertisements based on interactions within a specific
platform. In many instances, when the target market aligns with the user demographics of a
social platform, social advertising can provide huge increases in conversions and sales with
a lower cost of acquisition.
information to serve highly relevant advertisements based on interactions within a specific
platform. In many instances, when the target market aligns with the user demographics of a
social platform, social advertising can provide huge increases in conversions and sales with
a lower cost of acquisition.
WHETHER WHAT, AND HOW TO ADVERTISE ON WHICH PLATFORM?
THE DECISION TO ADVERTISE IS MOTIVATED BY “SHOULD” RATHER THAN “COULD.”
This means that when selecting a platform for advertising purposes, advertisers should always
carefully align platform character with
carefully align platform character with
(1) Product type (e.g., durable or service, high- or low-involvement product, emotional or
more rational choice process),
(2) Advertising goal: (e.g., creation of awareness, likeability, sales response, warm feelings),
and
(3) Advertising message: For instance, It follows that for advertisers for whom topicality is
important, for instance, service brands, Twitter is a must.
more rational choice process),
(2) Advertising goal: (e.g., creation of awareness, likeability, sales response, warm feelings),
and
(3) Advertising message: For instance, It follows that for advertisers for whom topicality is
important, for instance, service brands, Twitter is a must.
It also means that while the adage “content is king” was applicable to traditional media, when it comes to social media advertising, context trumps
content.
For example, advertising on Twitter needs to give consumers useful and up-to-date information content.
that they expect to find there, and failing to meet these experience expectations can have negative
consequences for advertising evaluations.
HOW DO SOCIAL MEDIA TARGET ADS?
As each digital platform offers users a unique experience, this experience carries over to the
advertisements placed on that platform. Thus, to a substantial extent, the platform determines
how an ad is evaluated.
Social media advertisers must select the right social medium for their brands’ purposes to enhance the effectiveness of their interactive advertising programs.
Social media applications come and go; new applications appear almost daily. Because advertisers
simply cannot be active on all digital platforms, selecting the proper platform is important.
Comments
Post a Comment