The advent of the internet propelled the rise of online advertising, and in the mid-90s, researchers and marketing professionals sought to understand if the internet could be a potential advertising medium. What is a fact is that an increasing number of companies, whether small, medium, or large, have been investing in online advertising, especially on social media platforms.
The Beggining
The emergence of social media and its rapid growth over the past decade has revolutionized the business landscape. This impact has not only affected how companies communicate but also the marketing strategies they adopt and implement. According to data collected by eMarketer, it is estimated that in the United States, spending on social media advertising is expected to increase, reaching $79.28 billion in 2024, marking a 25% increase from the $63.06 billion spent in 2021. Learn more here
What is it:
Social media advertising is characterized by its immediacy and interactivity compared to traditional media (such as television or radio) and Web 1.0. This form of advertising encompasses ads generated and published by companies on social media platforms, allowing consumers to take interactive actions, such as liking or commenting on an ad. Social media platforms are attractive and increasingly promising avenues for companies to conduct promotional activities and communicate effectively with their customers.
However, each social media platform presents different characteristics and attributes, thus providing different experiences to users. Considering this, advertising professionals should align the nature of the platform with the type of product (1), the advertising objective (2), and the ad message (3) before embarking on a campaign.
Facebook is one of the most popular platforms, boasting a large user base and proving to be an effective medium for companies to communicate with consumers and market products. Similarly, TikTok, a more recent platform heavily utilized by Generation Z, has gained prominence in the market by providing new content production tools and emerging as a popular promotional channel.
Importance
While the use of social media is already a part of the strategic portfolio of some companies, others have yet to recognize the importance of developing marketing strategies through them. These platforms can be valuable marketing tools as they enable organizations to understand the tastes and preferences of their customers through online behaviors and subsequently formulate strategies based on the information they gather through these platforms. With this in mind, we can also assume that one of the main advantages of social media advertising is the ability to create personalized messages for different audience segments, something that is not as firmly established in offline advertising.
In conclusion, the evolution of digital advertising, especially on social media, has brought a new paradigm to marketing strategies. The ability to precisely target audiences and personalize messages according to individual consumer characteristics is one of the key advantages that social media advertising offers compared to traditional methods. Considering the ever-evolving landscape of these platforms, it is evident that this new form of advertising will continue to be a driving force in the marketing industry, further reinforcing its relevance and impact in the business world.
