An article on Adweek.com shows that social networks like Facebook are helping shape the marketing industry. Of course, this is not new information. Companies utilize social media, such as Facebook, Twitter, LinkedIn, YouTube and Tumblr, but in relation to the effectiveness of these platforms in marketing, a new angle is being taken.What some businesses are hoping to do is use platforms like Facebook that will show pop-up ads when potential customers get near stores. Although this idea seems popular with some companies, the annoyance level may be high for some customers. It's really a hit or miss with the target audience.
Paul Adams, Facebook's brand experience manager, says, "It's a really stupid idea."
The integration of ads in social media is no new concept, but the way it's being done is relatively innovative. Normally ads on Facebook are generated by user interests on their profiles. Now ads will be generated based on location, specifically with those with mobile apps. Exposure rates are high, but are they as effective as other kinds of marketing?
Word-of-mouth marketing, or buzz marketing, is often more powerful than that of common advertising. A potential customer is more likely to take the advice of a friend on a product than to be conned into its use by an advertisement. This is often true with lower investment purchases, such as small appliances or technologies. But higher end purchases that require more facts and research may bring different results with this kind of pop-up advertising. It could be a gateway to certain products. But time will tell whether or not this kind of advertising can be effective.
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ReplyDeleteThis is really interesting and I am curious to see how people react to it. As already stated, it really will be either a hit or miss with the target audience. Personally, I think that this will be good but to a certain extent. I like the idea of being introduced to new things, especially based on my location, but I feel like this may become overwhelming and just flat out annoying. I look forward to seeing the outcome of this new style of advertising.
ReplyDeleteI think that buzz marketing is more effective than just straight ads that get in the way and get annoying. I think it is very smart to make it more of a "buzz" type marketing than overloading the consumer with ads that they don't care about.
ReplyDeleteI think this is a good idea to grab people's attention. I know that I glance over to the side if I see something familiar. Such as, if I have just recently searched something on the web and it pops up on the side it is more likely to catch my eye. Now that they are looking to do it as location based, it will give the us the opportunity to see what is out there around us. And, it may cause us to find products that we were not aware of.
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