Wednesday, February 4, 2009

Advertising in social networks: Features

In the days of turmoil business cuts back on staff costs and advertising - it is almost an axiom. However, the current financial crisis was the first time in nainoveyshee such events, where advertising spending fell in the traditional media, while the cost of advertising on the Internet virtually fallen (yet, at least). However, «within the internet» advertising budgets redistributed. Less money going to the banners, rich media, video, top sites, and other «beautiful». But more money spent on contextual advertising, BTL-how and advertising in Web 2.0 - blogs and social networks. Indeed, today the growing popularity of social communities, blogs of all kinds and mikroblogov, photo and videoobmennyh networks, where millions of people every day and spend their leisure time, offers almost limitless opportunities to advertise and promote the brands.

social network
Readiness for advertising revealed

According to a study by marketing agency Universal McCann, which was conducted in 29 developed countries, approximately 83% of Internet users have ever watched online video, 72,8% - read blogs, more than 63% - use the site fotohostinga, and 57,3% -- regularly found in social networks. The number of visitors to sites such as Facebook, MySpace, YouTube and is growing. Just last week Facebook announced that the number of users exceeded 120 million - the figure rose to 30 million over the past four months. While in the past year and a half the most rapidly growing local social networks - in the national domain zones, and in national languages. In this study another marketing agency - Razorfish - shows that users of social networks are not afraid to advertise. On the contrary, they are products based on advertising and on the basis of recommendations received by them in social networks. 76% of respondents stated that they did not object to advertising on Facebook, MySpace or other social sites that they visit. 49% stated that shopping, finding a social site recommendations, while 40% bought, just saw it advertising. Experts Razorfish sure: people in social networks not only communicate, but also look for information - hence, the interested companies simply must give it to them - for their own profit the same. These additional marketing agency - American Cone - show: 60% of Americans regularly interact in social networks with commercial companies. Almost 93% of voters at the agency respondents felt that business was present in social networks. Networks, in turn, must provide services that help customers solve problems and offer new products and services.

Advertising Web 2.0

It is estimated the research company eMarketer, on the basis of the current year on advertising in social networks will be sent $ 1.4 billion about $ 1.8 billion will be spent in 2009. Of course, due to financial crisis, the growth of this market is now slowing. But eMarketer notes that the trend is ascending. Advertisers integrated into social networks in a variety of ways: place the standard advertising, contextual advertising, create pages for their corporate brands and products, conducting various PR-campaign.

EMarketer senior analyst Debra Williamson Ago said: «The social network is unique in that give companies the opportunity to directly interact with consumers. For example, if a company creates a page of its product in the social networks, consumers can write to her comments and reviews, ask questions and interact with each other to discuss the brand or product. Consumers can also become «friends» and «fans» product or brand, and agree to receive regular updates via email or through their profile on the network ». Large companies already use Web 2.0 technology on a full reel. For instance, Visa has established its own business network on Facebook, to help develop small businesses. HSBC has created its own business network, in which customers interact through blogs, forums, and video sharing. In 2005, IBM became the first multinational company, running corporate blogs. Today, IBM has thousands of blogs, covering all areas of the company. Cisco Systems has 12 blogs of various orientations. General Motors is using blogs to communicate directly with their customers on any topic ranging from design to environmentally friendly technologies. Nike created a social community, attracting athletes and offering sponsorship. Dell is actively trying to attract the attention of consumers through social platforms, among other things the company owns its own island in the virtual world of Second Life. Fujifilm has recently launched a social network to create a community around their new camera. Jeep communicate with consumers via their profile page on Flickr, MySpace and Facebook. It is the original draft, it is very popular on YouTube, has launched a company Blendtec - manufacturer of mixers, blender and other appliances. This is expensive and successful video «Will It Blend?», In which the company blender grind all subjects ranging from cigarette lighters, shoes, and hockey washers and finishing with modern hi-tech-gadgets - for example, iPhone.

A study

It is obvious that advertisers do not have denutsya of social networks. But while skills in this mediasrede they have very little; companies until it is difficult to navigate and implement profitable strategies. Debra Williamson of eMarketer Ago acknowledges: «In general, companies are still thrilled social networks, because earlier this tight interaction with customers they did not have. For them it is a challenge, because the openness of consumers in social networks is the reverse: they say everything that people think, and companies do not always like such reviews. Therefore, when the company is too straightforward attempt to promote something, the consumer is often openly critical reaction ». In turn, the vice president of Internet company Six Apart Olivier Crash said: «In most cases, the primary goal of the company - in the social network, or through widgets - just to attract attention, to compel the consumer to remember her, to convey information, make it go to her site . Tactics is effective in combination with traditional methods of advertising - television and outdoor advertising. However, companies do not have to be straightforward and intrusive, their actions should entertain the user, to simplify the interaction and to offer content, rather than the bare product ».

But «of non» company still poorly prepared to conduct extensive marketing campaigns in social networks. An independent analyst on social networks, I am sure Eric Polsen: «At this stage the companies are still some concerns that are more closely associated with has not yet been organized by the principles of working with sotssetyami, as well as the lack of data and research. I would advise companies to do a thorough sociological study before «dive» social network. In the first step is to examine the culture-specific resource and the applicability of their own goals ». Experts warn us of the desire to use only traditional advertising. Thus, according to experts Razorfish, success in social networks will be companies that will be able to blur the boundary between advertising and content. This content and will serve as advertising.

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