Effectiveness of Advertising Through Social Media - Essay Example

Advertising through social media is more effective than traditional form of advertising Table of Contents Introduction 3 Discussion 3 Conclusion 9 References 10 Introduction The experience of customers has been revolutionized by the introduction of social media. It has created a dynamic impact on the development of the modern civilization. The fact revealed that more than ninety percent of the online users are some way or another uses social media sites. The use of social media is enormous as it provided a platform for every people to share their views and opinion. The communication between two people has been drastically changed by the application of social media sites (Salmela, 2014, p.434). The emergence of social media has created a new perspective for the human relationship dynamics of every individual (Khalil, 2003, p.143). Due to huge competitive market scenario, it is pivotal for every organization to use more effective advertising strategy to influence the mind of viewers. Social media advertising is perfect medium for every organization to make customers fell valued. This essay will discuss about social media advertising which is more effective than traditional advertising. Discussion The emergence of social media has provided perfect platform for every individual all over the world to connect with each other via internet. It has become pivotal for every organization to connect with customers efficiently and swiftly (Lovett, 2011, p.18a). The application of social media in regard to advertising or linking with customers cannot be ignored (Lovett, 2011, p.18b). Customers are regarded as the crucial part for every organization to maintain its sustainability for forcible future (Hoverstadt, 2011, p.82). Every business is trying their utmost best to reach out to people with the help of social media and gain attention of new leads, service and feedback. Social media has become inevitable part of every user where they can share their views and opinions. The immense growth of this technology is solely due to the ability of producing contents, which are user-generated. Technology has changed the life of every people. In case of advertising and marketing of products, the utilization of social media has become as beneficiary factor for every organization (Li and Poser, 2008, p.95). The tool of social media is totally different from traditional marketing and advertising. The significant impact of social media sites on human beings is immense. This huge impact of social media sites cannot be replaced by any other form of communication tool (Rantanen, 2005, p.3a). This is basically due to the fact that there is gradual increase in number of user. Every organization wants to gain new clients and expand their business. Social media advertising provided perfect opportunity for organization to gain new clients (Rantanen, 2005, p.3b). Traditional advertising mediums are print, radio and television. Social media advertising mediums are all social networking, sites such as YouTube, Tumblr, Facebook and Twitter. Social media advertising is basically done through online to reach maximum audience as possible (Rantanen, 2005, p.3c). Traditional advertising is done in offline process. Some of the offline processes to reach audience are newspaper ads, trade show booths and brochures. It is crucial for every organization to find out best possible marketing communication tool for the betterment of organization in future perspective. Firstly, it is essential for organization to know about various positive impacts of social media advertising (Mayar and Ramsey, 2011, p.176a). The positive impact and advantage of social media advertising has outshone the impact of traditional advertising on business. This is basically due to dominance of social media sites to reach as many as consumers possible. This does not resemble the fact that the positive impact of social media sites is only getting new clients. Every customer wants to be valued by an organization and receive feedback from every issue they face (Lindgreen, 2012, p.208). Social media advertising is the perfect platform for organization to provide customers feedback 24/7 (Mayar and Ramsey, 2011, p.176b). The negligence of avoiding social media platform can haunt organization to lose opportunity to maintain sustainability in the market and can eventually lead to damage of brand image. Some pivotal positive impacts of social media advertising are word of mouth, marketing and building strong relationship with customers (Geskey, 2010, p.12a). The advantage of using word of mouth requires a perfect platform to be implemented. Social media advertising on social media sites provides perfect platform for businesses to take advantage over other competitors (Geskey, 2010, p.12b). It is true that people are inter connected between each other with the help of social media sites such as Facebook, YouTube, Twitter, Google+ etc. organization can post some news about new product on social networking sites. This posting news serves as a mode of advertising. Customers having an account in social networking sites, such as Facebook and Twitter can act a marketing agent by pressing like button or follow button (Turow, 2011, p.498). The likes on particular page can spread very quickly. This form of advertising can help to spread news of any new product very speedily. Most important part of this process is that it is almost free of cost (Geskey, 2010, p.12c). It has been revealed by facts that most of the people trust the opinion of other people rather than viewing advertisement in glossy magazine. The use of glossy advertisement in newspaper is part of a traditional advertising (Shanor, 2013, p.58). People have to buy the magazine to know about any new news or launch of new product. Stats reveal that ninety percent of people are on social media sites. This humongous percentage of people on social media states that advertising of social media is much more fruitful than that of traditional advertising. For marketing and advertising, social media has become as ideal platform for every organization to be accessible will every customer. People are accessible to brands due to the help of internet connection via social networking sites (Blanchard, 2011, p.147a). It provided perfect platform for any firm and organization to reach out to maximum number of target customers for publicity, marketing, advertisement and sale promotion (Blanchard, 2011, p.147b). The brand recognition is vital for organization to maintain its sustainability in this globalized world. Every company found new ways to innovate and attract customers to buy their products. The way of communication between customers and company is revolutionized by the introduction of social media (Blanchard, 2011, p.147c). Every successful business requires wider exposure of their products to be prosperous. Exposure of companies can be increased by advertisement and promotion on social media. Cost expenditure for promotion of any new product is vital for company. If a product is superb in case of quality and performance but promotion of the product was done traditionally then it can hamper the profit of the product. The sale of product must be diminished by the lack of fruitful advertisement. Brand image of a company is vital. It can be maintained by use social media advertisement. Social media advertisement is cost effective (Baucum, 2004, p.252). Low cost is required for any business to market their product to target customers. Social media advertisement is almost free (Sherman and Smith, 2013, p.111a). Only cost required is to hire staff that can regularly update the profile of company and interact with customers. Another important aspect of social media advertising is that it is accessible to anyone. Every people on social media sites can view the profile of company and read their recent updates (Sherman and Smith, 2013, p.111b). High level of specialist and training is not required for posting any recent updates about company. It is simple to use and require people with simple IT experience and internet connection. Marketing on social media can help to reach global audience (Sherman and Smith, 2013, p.111c). It cannot be done by any other form of marketing. If a piece of content is developed by company about new product which is liked by most of the user then it can go viral. The effect of viral of any content is unimaginable. It can help to reach high number of people without any extra cost. Latest improved marketing techniques can sometimes prove risky and can hamper the image of any company. Traditional advertisements are proven and have more success rate. Newer marketing techniques implemented by many companies can sometimes be successful. But total replacement of tradition marketing can create immense pressure on company and can sometimes prove to be dangerous. People with the help of newspaper, television or radio and mail service can learn about company and new updates (Dominick, 2010, p.336a). Some of the forms that help in traditional marketing are newspaper, magazines, television and radio. Advantage of newspaper from of traditional advertisement is that it requires heavy advertisement and reach target customers (Dominick, 2010, p.336b). People read newspaper to know about latest deals. Heavy advertisement can help to gain the attraction of customers. Magazine form of traditional advertising can create more conceptual ads and longer shelf life. Something creative in magazine can attract the attention of target customers (Leake, 2012, p.179). Print advertisement and other form of traditional method of marketing can help to bring potential customers to be attracted rather than going online. The strategy of traditional advertisement is proven from centuries (Dominick, 2010, p.336c). Companies from past implemented this strategy to be successful. When certain strategy is implemented by company, it is vital to know about paste results and success rate. The success rate of traditional marketing is higher as it has been proven from older generation. Disadvantages of using traditional advertisement are much more than that of advantages. Most of the companies cannot dish out enormous amount of cost on advertisement. Best method of advertisement is implemented by companies to target their customers. Traditional form of advertisement is much of expensive than that of social media advertisement method (Leadershub, 2013, p.1a). Lack of timeliness is another negative impact of traditional advertisement. News form of communication can help to quickly change according to the market scenario (Douglas, 2001, p.183). It becomes difficult for traditional advertising to respond to the changes required in marketplace as quickly as possible. It is really hard for traditional advertisement to target potential customers. Companies do not know the customers who are reading their magazines and outlets. This becomes difficult for companies to verify their success rate about the application of traditional method of advertising (Leadershub, 2013, p.1b). Message delivered through traditional advertising is much more limited. Information provided can be limited than that of other new form of communication. There is unlimited opportunity by using new form of communication. People clicking the link or banner ad can revive information page after page provided by company. This range of advantage is limited by using traditional advertising. Specific target segment of people can be targeted by traditional advertising but not individual customer (Leadershub, 2013, p.1c). Traditional advertising example can be an ad showing to target young women about any new product. But there are no ways that can help to verify that which gender of people are viewing the ad. It is impossible to track the viewer and target specific customer (Hagg, 2005, p.33). It is difficult for traditional advertising to present bundle of complex pricing of every product and discounts. Specific sales and pricing can be viewed by traditional advertising but not whole bundle of pricing. Despite having maximum advantage of using social media advertising there are also some negative aspect. Privacy of account in social media sites in vulnerable and effect the image of brand. Hackers can almost hack every account of social media sites (Anderson, 2011, p.294a). It is prone to bypass the filter and post any unwanted and unnecessary post which is beyond the imagination of company. Some information may be ditched out which can be done intentionally any illegal user to diminish the reputation of company. This event can tremendously affect the company. Most number of people in social media sites can circulate the false information posted. This can go viral and create negative impact on company ((Anderson, 2011, p.294b). Ineffective use of social media advertising can damage the reputation of company. Social media advertising requires constant engagement with customer (Anderson, 2010, p.146). Lack of engagement with customer and failure to answer to the adverse feedback of customer can hamper the sales of company and brand image. Apart from this small disadvantage, the positive impact of using social media advertising is enormous if it is properly calculated and implemented. Conclusion The usage of social media has grown in to astounding rate. It has become hub of people to share their experiences and pursue their recommendation with trust. The way people interact between each other has been changed by the emergence of social media. The advantage of using social media advertising is more effective and cost efficient than that of traditional advertisement. World has become more transparent and it is vital for organization to reach and engage as many as customers possible for the betterment of organization. It can help to deliver effective customer service and it is much of cheaper than that of older form of advertising. Eventually it can help to generate more lead and increase loyalty of customer towards the brand. References Anderson, E., 2010. Social Media Marketing. New York: Springer. 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Available at: http://books.google.co.in/books?id=MZsSMKQZoYwC&pg=PA498&dq=This+posting+news+serves+as+a+mode+of+advertising.+Customers+having+an+account+in+social+networking+sites,+such+as+Facebook+and+Twitter&hl=en&sa=X&ei=vgWoU9-mENSeugTOk4C4Aw&ved=0CBoQ6AEwAA#v=onepage&q=This%20posting%20news%20serves%20as%20a%20mode%20of%20advertising.%20Customers%20having%20an%20account%20in%20social%20networking%20sites%2C%20such%20as%20Facebook%20and%20Twitter&f=false. Read More