A Complete Overview of Social Media Advertising for Small Business
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Loading... - austin holly
- 02 Sep 2022
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Social media has become a mass media, but a personalized one. Remember that scene from the film Minority Report where Tom Cruise walks through a shopping mall and the interactive ad displays address him as a different person, because they scanned his new eyes and took him for someone else?
Social advertising is moving in that direction: No user experience is ever identical to another on social media.
Each screen a user sees comprises numerous elements, that are all optimized by algorithms, which in turn feed on data the user has declared, and on behavior the social network has detected. Some of these elements are advertising. Personalized to the user’s profile, and designed to be a part of the experience.
Overview: What is social advertising?
Social media provides a useful and entertaining experience to its members for free. In return, social media platforms monetize user data by providing powerful digital advertising solutions to advertisers.
Advertising through social media takes the form of banners, posts or videos. Social media ads, many very creative, blend in with the context and appeal to the user.
Benefits of advertising on social media
One of the great benefits social media provides to businesses is the establishment of a direct relationship between you and the user. Advertising through social media creates, extends and activates these relationships. Let’s look at social advertising benefits for businesses.
1. Audiences can be precisely targeted
Users enter their data into social platforms: names, photos, job titles, location, marital status, friends, and much more. Social platforms monitor behavior and interest.
This data enables advertisers to reach the right audience and create targeted ads for it. If an advertiser has a well-defined target market, they can deliver it via social media advertising. Advertisers no longer target media channels, they target audiences via media platforms.
2. Social ads address “awareness”
The “hierarchy of effects” model, often used in marketing and advertising to describe the mental stages a user moves through before purchasing a product, contains three stages:
· Cognitive (awareness and knowledge)
· Affective (liking and preference)
· Conative (conviction and purchase)
Social media advertising is good at addressing the cognitive and affective stages. This makes advertising on social media complementary to direct mail, search marketing, or retail media, which have their strengths at the conative stage. Read More…
