I just read Brian Solis on Promoted tweet. This article discusses about the issue Promoted Twitter Tweet, by capturing opportunities how consumers use Twitter, in terms of Brian Solis on Interest Graph.
Brian Solis is writing the next trigger further thinking, how should a brand campaign to share its ad budget allocation on a wide selection of channels Targeted Ad is currently available, according to the character of the brand. What is Targeted Ad? Quoting from Wikipedia, this is the type of advertising where advertisers can reach consumers on a variety of variables such as demographics, to the shopping behavior.
I observed, a phenomenon that occurs at this time, when the booming social network especially Twitter and Facebook, all brand focuses its ad budget allocation to it. Is that the right choice? When Magnum many use Twitter for their online campaign, this might be the right choice because of its product that is impulse buying. But do then people will be rushing to buy Innova car or book a hotel room after reading the timeline Twitter?
Before discussing more about advertising budget allocation is used. We need to understand first what type of Targeted Ad, and understand the behavior of consumers who use the medium, which then will affect our decisions in allocating the budget in accordance with the character of our marketed products.
At least there are 3 main types of targeted Ad is quite popular and dominant today:
First, Ad-Based Search, Google Ad is a very famous ad in this category, as well as a main income source of Google Inc. You need to understand this ad will appear in the results, in accordance with relevant keywords we choose. The uniqueness of this ad is, we are targeting consumers who pro-actively seek, and indeed have a need for a specific product or information.
Second, the Social Graph Ad, this is a scheme which was introduced FB ad, just like in Google Ad could target relevant consumers, but this time the ad is based on demographic data from the target audience, and their social circle. Why? Due to the recent policy on Facebook, an ad FB Page for example, if within our circle of friends Like many, he could get out of the column of ads, and enter into a streamlined home, because it is considered relevant to us. Advertising here is come to a passive consumer, waited were treated to information.
Third, Graph Interest Ad, ad concept is developed by Promoted Tweet Twitter with her. Why Interest Graph? Because of Twitter connecting people who sometimes do not know each other, but is concerned with certain issues, at a certain time. These ads are targeting consumers who search on a specific issue, or is reading the timeline for immediate action on the spot. On Twitter issues could move so quickly and warms up, but will also quickly forgotten.
When viewed from the third-Targeted Ad, then every medium have their respective functions are indispensable to each other. The phenomenon that occurs at this time, many companies moved to FB and Twitter, and forget the Search Engine for social media trend, and consider social media when it comes then all consumers are also moving there, and no longer use search engines. Yet consumers still do a search on search engines, and every product category has different characteristics in making purchasing decisions.
For example when calling the hotel reservations. Will people suddenly book a hotel room, when there is a special offer offered on Twitter? Consumers will actually do some research on search engines, before making a purchasing decision only when they are needed. Therefore, for example, to industries such as hospitality, the largest budget that must be deployed is in the Search Engine is not in Social Media. Although the presence in social media should still be there, to establish customer loyalty.
Another case, when you launch a new film, the concentration of ad should be on Twitter, why? Because the consumption of lifestyle products like this will be more heavily influenced by Twitter an easy spreading rumors, and make people take immediate action. While the products which rely on the power of stories, personal relationships, and communities such as Starbucks and Bodyshop, it seems more sensible if the main concentration is placed on up to build better relationships with customers, communicate more intensely with them.
As a digital marketing agency or team in a brand, should be more sensitive to this, for a budget that is spent effectively. Why inimperlu known? Because I understand, every company tries to use a minimal budget to produce the optimal effect. To obtain optimal results, the distribution of resources should be optimally also as needed. But this does not mean when your product is more suitable in Twitter, so no need to create a FB Page, and forget the Search Engine, the brand must remain present there but with the allocation of resources is smaller.
To further facilitate pentahapannya it can be divided as follows. First, know first character products. Whether consumers will buy impulsively? Or need your research before buying? Or consumers will easily be moved to make a decision when the product is being much talked about? Second, the purpose of what his campaign? Is build awareness? Taking immediate action? Or to build a loyal community? The third stage, the biggest new budgeting decision would be allocated where, in consideration of the first and second points.
How do you think? There are other opinions?
Brian Solis is writing the next trigger further thinking, how should a brand campaign to share its ad budget allocation on a wide selection of channels Targeted Ad is currently available, according to the character of the brand. What is Targeted Ad? Quoting from Wikipedia, this is the type of advertising where advertisers can reach consumers on a variety of variables such as demographics, to the shopping behavior.
I observed, a phenomenon that occurs at this time, when the booming social network especially Twitter and Facebook, all brand focuses its ad budget allocation to it. Is that the right choice? When Magnum many use Twitter for their online campaign, this might be the right choice because of its product that is impulse buying. But do then people will be rushing to buy Innova car or book a hotel room after reading the timeline Twitter?
Before discussing more about advertising budget allocation is used. We need to understand first what type of Targeted Ad, and understand the behavior of consumers who use the medium, which then will affect our decisions in allocating the budget in accordance with the character of our marketed products.
At least there are 3 main types of targeted Ad is quite popular and dominant today:
First, Ad-Based Search, Google Ad is a very famous ad in this category, as well as a main income source of Google Inc. You need to understand this ad will appear in the results, in accordance with relevant keywords we choose. The uniqueness of this ad is, we are targeting consumers who pro-actively seek, and indeed have a need for a specific product or information.
Second, the Social Graph Ad, this is a scheme which was introduced FB ad, just like in Google Ad could target relevant consumers, but this time the ad is based on demographic data from the target audience, and their social circle. Why? Due to the recent policy on Facebook, an ad FB Page for example, if within our circle of friends Like many, he could get out of the column of ads, and enter into a streamlined home, because it is considered relevant to us. Advertising here is come to a passive consumer, waited were treated to information.
Third, Graph Interest Ad, ad concept is developed by Promoted Tweet Twitter with her. Why Interest Graph? Because of Twitter connecting people who sometimes do not know each other, but is concerned with certain issues, at a certain time. These ads are targeting consumers who search on a specific issue, or is reading the timeline for immediate action on the spot. On Twitter issues could move so quickly and warms up, but will also quickly forgotten.
When viewed from the third-Targeted Ad, then every medium have their respective functions are indispensable to each other. The phenomenon that occurs at this time, many companies moved to FB and Twitter, and forget the Search Engine for social media trend, and consider social media when it comes then all consumers are also moving there, and no longer use search engines. Yet consumers still do a search on search engines, and every product category has different characteristics in making purchasing decisions.
For example when calling the hotel reservations. Will people suddenly book a hotel room, when there is a special offer offered on Twitter? Consumers will actually do some research on search engines, before making a purchasing decision only when they are needed. Therefore, for example, to industries such as hospitality, the largest budget that must be deployed is in the Search Engine is not in Social Media. Although the presence in social media should still be there, to establish customer loyalty.
Another case, when you launch a new film, the concentration of ad should be on Twitter, why? Because the consumption of lifestyle products like this will be more heavily influenced by Twitter an easy spreading rumors, and make people take immediate action. While the products which rely on the power of stories, personal relationships, and communities such as Starbucks and Bodyshop, it seems more sensible if the main concentration is placed on up to build better relationships with customers, communicate more intensely with them.
As a digital marketing agency or team in a brand, should be more sensitive to this, for a budget that is spent effectively. Why inimperlu known? Because I understand, every company tries to use a minimal budget to produce the optimal effect. To obtain optimal results, the distribution of resources should be optimally also as needed. But this does not mean when your product is more suitable in Twitter, so no need to create a FB Page, and forget the Search Engine, the brand must remain present there but with the allocation of resources is smaller.
To further facilitate pentahapannya it can be divided as follows. First, know first character products. Whether consumers will buy impulsively? Or need your research before buying? Or consumers will easily be moved to make a decision when the product is being much talked about? Second, the purpose of what his campaign? Is build awareness? Taking immediate action? Or to build a loyal community? The third stage, the biggest new budgeting decision would be allocated where, in consideration of the first and second points.
How do you think? There are other opinions?
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