Advertisement and publicity are two core components of marketing. Kotler describes marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires”. Most aspects of a business depends on how successful its marketing campaign is. What’s the point in having the best product or service in your industry if nobody knows about it? It would be very difficult to generate revenue and succeed without marketing, and social media enhances the ability for businesses to market their goods effectively.
Advertisement and publicity are most commonly seen on social media where marketers have access to the largest amount of active users. Advertising effectively on social media is extremely important. According to forbes, Amazon is the 13th most valuable brand in the world. Amazon is a company that operates solely online and makes B2C transactions. It is a prime example of a business that advertises effectively on social media. Amazon displays interest-based advertising on many social media sites using information you make available to the company when you interact with their sites, content, or services. Amazon use internet cookies and other technologies to learn about what advertisements potential customers have already seen, so that the potential customer is not shown the same advertisement many times. (Amazon, 2012)
As stated in a previous blog, it has been over twenty years since the first online advert was sold, and internet advertising has come a long way since then, and will only continue to grow. Facebook had one billion users active in one day for the first time ever in august (Newton, 2015), meaning one in seven people in the world were active that day, and so it comes as no surprise that a massive 93% of marketers are using Facebook to enhance their marketing campaign, while 62% of marketers plan on increasing their Facebook activity. (Stelzner, 2015) Facebook is one of many social media’s where marketers are active. Others include Twitter, Instagram, Google+ and LinkedIn, where B2B marketing is dominant.
As well as advertisement, generating publicity is vital for small and medium-sized enterprises (SMEs). Posting news and blogs on social media can travel far with the help of a like, share, re-tweet or favourite. Even if the news or blog contains anything negative towards the business, it can still have a neutral to positive effect. The reason being that consumers often forget about negative publicity, as long as it isn’t ongoing, so they just recognise the brand or business. (Makovsky, 2010)
Paddy Power, in my opinion, are one of the best marketers when it comes to generating publicity. The Paddy Power marketers are regularly active on social media. Since joining twitter in 2008, Paddy Power has tweeted nearly 130,000 times, averaging over 44 tweets a day. Paddy Power’s marketers have a playfulness attitude when engaging with their followers. They make witty statements, memes and videos every day and the fans love it! Their Facebook page receives thousands of likes on nearly all of their posts everyday, generating more publicity indefinitely.
Advertising and publicity have revolutionized as a result of social media. The amount of users on social media such as Facebook has increased a substantial amount each and every year, and so it is easy to understand why 62% of marketers plan to increase their Facebook activity.
Amazon. (2012). Cookies & Internet Advertising. Retrieved 11 02, 2015, from Amazon: http://www.amazon.co.uk/gp/help/customer/display.html?ie=UTF8&*Version*=1&*entries*=0&nodeId=201149560
Makovsky, K. (2010). Can Any Good Come From Bad Publicity? Retrieved 11 03, 2015, from Forbes: http://www.forbes.com/sites/kenmakovsky/2010/11/30/can-any-good-come-from-bad-publicity/
Newton, C. (2015). Facebook draws 1 billion users in a single day. Retrieved 11 02, 2015, from The Verge: http://www.theverge.com/2015/8/27/9217607/facebook-one-billion-daily-active-users
Stelzner, M. A. (2015). 2015 SOCIAL MEDIA MARKETING INDUSTRY REPORT. Retrieved 11 02, 2015, from Social Media Examiner: http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2015.pdf