Social media has become a central outlet for accelerating the momentum of an advertising campaign; it is doubly important to advertisers, acting as both a way to reach prospective consumers, as well as hear valued customer feedback. In today’s buzzing world of social media, advertisers have grasped what social marketers have been saying all along; you must leverage the space which your consumer currently occupies, and ensure your products and services make some noise.
The social media giant, Facebook, has rolled out a revamped newsfeed, striking a balance between user’s experience and advertisers’ needs. This new feature allows advertisers and agencies to match their own data to Facebook inventory, creating behaviorally-targeted ads, which are based on a user’s web history. Similarly, if you have shopped at one of your favorite sites, you can expect to see ads for that site for days in an attempt to keep it top-of-mind. Ultimately, this will lead to a more qualified audience, turning Facebook advertising efforts into more of a direct response vehicle.
Facebook’s ability to “like” or “share” an ad extends the brand/product message to a larger audience. In a lot of ways, these are straight direct response ads, with a call-to-action for a “like” or “share” as opposed to a sale. DR and social media are not all that different; both solicit an immediate response. By combining DR and social media, these powerful sales channels have the ability to transform a campaign into a truly integrated experience.