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Social vs. Paid Media

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Social vs. Paid Media

  1. 1. Digital Spring Marketing 2012 Social vs. Paid Media company and their customers and as by: Michael Holste companies and marketers are finding out, these bridges not only work, they Social media and search engines have are buzzing with traffic. Company pages both revolutionized the way that often generate thousands of “likes” and companies reach their target reposts, all reinforcing brand audiences, but each media has its association and loyalty. When someone Trends appeals and flaws. Essentially, it comes uses a search engine, they find links down to a battle of ads and fads. and information, whereas when they connect with a brand on a social media There are many advantages of using page, they find a community. The social media to advertise as opposed to relationship is participatory, not forced, “It comes search engines. First off, many c omponents of social media are free. and that can make all the difference. Customers “like” these companies and This is very enticing in today’s world, down to a products in the same way that they where budgets are tightening almost onnect with their favorite bands or universally. Choosing to building movies, and in doing so, allow the battle of ads awareness and identity this way can company to be an extension of their be very cost effective, though it is far identity. For a company that is a dream from guaranteed. Another benefit of come true, and something unavailable and fads.”-MH social media is that it is current… up to the minute current. Social media to the marketers of yesteryear. has people posting and sharing infor- The last big advantage of using social mation in real time all over the world. media is the realm of possibilities that Company announcements or news can are waiting to be harnessed. Social travel through various markets and media often comes with applications, demographics in a matter of seconds, the ability to post video, pictures, or all without spending a dollar. Informa- other media, and the ability to share tion and offerings on company pages these aspects with others. Businesses can be changed, and content can be have the potential to create a campaign, uploaded and shared at any time. build supporting materials in the form Information found on search engines of messages and videos, spread these can be current, but it is less likely that creations across various social media a webmaster is keeping information up sites, and connect in ongoing conversa- to the minute and 100% accurate at all tions with customers… all (nearly) free times. of charge. In other words, the The other appealing aspect of market- opportunities and growth are solely ing through social media is how social determined by the size and media allows companies to connect participation of the network, which in with the brand. A social media pres- some sense, is a function of the ence can work as a bridge between a participation and content produced by
  2. 2. Social Media Solutions Michael Holste the company. Simply put, leveraging social media puts a company’s destiny (and image) in its own hands. In comparison, using a search engine to advertise is a very one-dimensional process. All of the information and interaction flows in one direction, even if it was the consumer who typed in the key words. Using social media is much more collabora- tive. There are however, disadvantages of using social media as opposed to search engine advertising. demographic. Over 900,000 people “like” Search engines may be a bit more honest (since the Lamborghini’s facebook page, but I highly information is typically sought out) as opposed to doubt that they own a Lamborghini or being displayed due to the user’s interests or other even buy Lamborghini products. In this data mining. Also, social media is great for building same vein, search engine advertising can awareness, but not necessarily for generating sales. be the better option for many businesses, People still look for companies and specific products especially service industries or necessity- by using search engines, and do this with the idea companies such as life insurance compa- of making purchases. In fact, I don’t know anyone nies, which may struggle finding “fans and who does their shopping via facebook or twitter. The followers” on Twitter, YouTube, or Face- analytical programs are also much more developed book. on search engines, like Google Analytics, which has various tools to show how effective ads and keywords are. Another appealing quality of search engine Once a company has decided to use so- advertising, is the ability to “buy your way” into the cial media, there is still the question to be competition. By paying more, unknown brands can answered of “How” they are going to use it put themselves at the top of the page, and right into to reach their marketing objectives. Com- the customer’s mind. Social media is cluttered with panies can opt to only build their social local businesses and sponsored pages, and thus, media presence, which is very low cost, and in some cases, basically free, or they difficult to garner any special attention. can choose to use social media advertising. Social media advertising consists of plac- There are also some major risks that come with using ing ads or content on sites like Facebook, social media. In the same sense that it allow YouTube, LinkedIn, or Twitter. s for collaboration, a company might not like how the public is collaborating. In our readings we saw -Established brands can reduce traditional how companies became the victims of hijacked advertising in lieu of social media media. In a sense, there is a potential for uncontrol- -Can rely on brand awareness and social media lable good and bad exposure that cannot be ignored. presence -SM Presence is free and easy Another disadvantage of using social media is that -SM Advertising is better for building awareness the advertising might not be reaching the targeted -SM great for firms with limited budgets -SMP is highly participatory and connecting

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