SOCIAL NETWORK ADVERTISING

The Effectiveness of Social Network Advertising

The Effectiveness of Social Network Advertising

Introduction

For several years, social networks have become increasingly important for online advertising. Facebook often ranks first solicitations for business advertising. The other networks are looking for some time now to counteract this phenomenon by offering attractive and effective advertising opportunities. But what is the passion for business advertising on social networks. The answer is simple. When a person falls and interacts on a social network, all information requested are generated or collected by the network will know their desires, their passions and even, their sexual orientation.

Based on this observation, large companies have seen in social networks a great way to target their audience more precisely. Brands can know everything about people on their social profiles and can thus better utilize their information such as age, gender, habits, interest in certain brands ... etc. Unfortunately, while advertising on social networks is attractive on paper, it is not so in reality. Too few locations, a flagrant disregard of these targeted advertisements to Internet users, increasing weakness of the CTR, conversion rate ridiculous ... so many negative statistical arguments that do not play for large social networks. To overcome this problem, networks such as Facebook, look for parades disinterest of their members because, whatever we say, online advertising is the best way for them to generate revenue. For now, no obvious change can be reported on the impact of these ads and their conversion rate remains well below those of other web marketing levers. It is, therefore, necessary for these networks to review their business model or strategy of advertising space in order to attract a few more members. But do not forget that Google, the undisputed king of online advertising management, has also arrived since two months now on the social networking sector.

Social networks help us to target the tastes of our consumers, to collect many opinions and this has a broader perspective of what it seeks to project in advertising. In the last decade, social networks have created on Facebook, Myspace and Twitter, and since then, they have been taking a leading role in online advertising strategies because of their important role when it comes to capture new customers (Anderson & Gerbing, 1988, 411).

The biggest advantage of advertising on social networks is that it allows various forms of social interaction, composed of groups of people who have some kind of link, which placed certain information about people, their likes, hobbies and interests. Another major advantage is that it not only serves to maintain personal contact with their customers, but also become social business networks, and to promote interaction between consumer and producer, as well as business to business.

Currently, the greatest interest to social networks exhibit company in sectors such as consumer goods, alcoholic beverages manufacturers, automakers, and the entertainment company. Consumer brands until recently led an aggressive advertising policy on the Internet, but in 2009 many of them have planned budgets for marketing in social ...