Advertising for Better

As brands and marketers have worked to achieve the perfect balance with social consumers, social media advertising has become more inevitable.

Where consumers gather, marketers are sure to follow, and social media is no exception. Over a mere few years, what started as a means for regular people to connect with friends, family and coworkers has become an advertiser’s dream. And that shift is leaving an imprint.

Connect authentically or fade away

Old-school marketing tactics worked initially–sort of. Consumers used to push marketing and “here’s why we’re great” ad campaigns in print ads, on television and, eventually, via email. Social media simply provided a new means of offering the same coupons and deals brands had always offered.

The reality now is that social media is a consumer-run land. Brands and marketers are welcome, they drop the sales pitch and well concerned to behave like human beings. Consumers want brands to be accessible and accommodating when they have a problem. The rest of the time they want them to “be cool” and not try so hard to win over their audience.

The art of being more subtle

Social media has helped advertising become subtle, which makes it far less annoying than old-school “hammer to the head” tactics. Clever, personalized social interaction between brands and consumers makes for a much improved customer experience over an in-your-face, “Buy now!” approach.

The beauty of ‘com-tent’

The shorter the path to purchase, the better your odds–hence the importance of “com-tent.”

Content commerce-reportedly a $44 billion industry and growing in double-digits every year–offers publishers a new way to monetize audiences. Shopping links can be inserted directly into content, allowing consumers to add a product to their cart with one click–and without missing a word.It’s all about providing what consumers want most–and making it easy for them to take the next step.

 Social shopping: the next frontier

That’s something else social media is changing – closing the gap between marketing and purchase with in-app purchase options, like Facebook now offers through Messenger, what it calls “conversational commerce.”

It’s brilliant when you think of it–the ultimate impulse buy environment, especially with mobile wallets in the mix. Consumers don’t even need to put down their smartphones. That might be the biggest and least annoyingpitch of all.

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