The Power Of Converging Display Advertising With Social Media Marketing

The Power Of Converging Display Advertising With Social Media Marketing

Social media marketing, wherein social media sites are used to gain attention and web site traffic to a company’s web site, are now being used by many big brands to engage their audiences and spread corporate messages by word-of-mouth. Social media marketing has the benefit that it appears to come from a third-party source which can often be more trusted by consumers. However, this form of marketing has results that are measured more in terms of earned media rather than paid media, so that some smaller brands may have a tougher time tracking the return on investment (ROI) from using social media marketing and may be more reluctant to using it as part of their advertising campaigns. However, social media marketing can be converged with display advertising so that smaller brands can better track its ROI and help deal with the problem of banner ad blindness.

Display advertising began when ads were served on publisher sites with the goal to attract new customers. ROI could be measured directly as advertisers could calculate the sales that were generated by any given ad. The same was true for email marketing and SEO campaigns as advertisers could determine how much money each channel required in order that a positive ROI be achieved. However, email marketing targets a list of subscribers and SEO relies on search engines and customers typing in the appropriate keywords. Display advertising, on the other hand, enabled advertisers to target segmented audiences and new customers on the millions of web sites they visit. Although this enabled companies to gain sales from anywhere on the web, the display ads were and are still often ignored as not being salesy enough and not engaging as consumers are maturing in their capabilities on the web and are looking for better user experiences.

One of the features of social media is that companies which have a presence on such sites as Facebook and Twitter enable users to “like” them and tweet them so that these users can receive additional social notices from a brand and enable those users to repost those notices and share them with their own audiences, thereby enabling those audiences to follow and check out the brand as well. The issue still remains that advertisers understand this type of presence does provide some long term value but it is one that is still difficult to measure. In addition, they may not be able to connect with that new audience and let them know about a new blog or marketing campaign.

However, by converging social media with display advertising, companies can spread their Like button on Facebook, use Twitter feed and retweet buttons to always have a presence with your audiences and have click through ads to content on LinkedIn. With this convergence, the two forms of media can synergize and become a very powerful form of advertising on the Internet. It can result in the ability to increase the reach of customers that has been unparalled in the past, enabled engagement with a brand to be increased and provided a new means of audience targeting techniques. Value can be created with the convergence of the two that could not be matched by using each medium on its own.


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One Response to "The Power Of Converging Display Advertising With Social Media Marketing"

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