Impact Social Media On Advertising, what it mean for marketer?

Impact Social Media On Advertising is an interesting topic for the marketer. It is important to know the characteristics of social media facebook, in order to optimize the ability of Facebook for advertising purposes. Facebook advertising is not like moving mass media advertising into the Facebook channel because it means not exploiting the power of Facebook. Advertising in the mass media is to compose advertisements, after previous market research, then submit the ad copy to the mass media. After the case. Of course not forbidden to do such a thing on facebook. However, it is wasteful and ineffective. We can use the power of Facebook to achieve the purpose of advertising with time, energy and cost savings.

Audience Data

Social media Facebook has a data audience that keeps current and actual (update real time). Facebook records what you write on forms like name, gender, date of birth, residence. Not only that, Facebook also record the behavior that you do not write in the form.

Facebook records: what you click on, how long you read a status, image, video, what links are clicks, mobile phone you use, internet signal you use, where the position where you are when holding the phone and others.

Mass media have no audience data like Facebook. The mass media also have audience profile data, but it’s not as recent and instant as facebook. The mass media understands the profile of the audience not directly, but through a sample survey of the population, not all people are surveyed. Things that are known are also not as detailed as Facebook.

The profile of an audience on Facebook includes:

  • location,
  • HomePosition,
  • Language,
  • Family Member,
  • Profession,
  • Education,
  • Politics (American Only),
  • Income,
  • Celebration,
  • Relationship,
  • Generation,
  • The momentum of Life,
  • Gender,
  • Friends of whom,
  • Age,
  • Fanpage followed,
  • Apps that they use,
  • Hobbies,
  • Entertainment,
  • Industry,
  • Interest in Technology,
  • Sports,
  • Online Shopping,
  • Food and Drink,
  • Web that they visited,
  • Level of engagement oFacebookok activities,
  • Owned cars, Financial activities,
  • Buying behavior,
  • Mobility,
  • Activities Business,
  • Expatriate, and
  • buying behavior.

We can see in more detail all in the audience insight – or audience insights.

By having the most up-to-date, instantaneous audience of data, ads on Facebook can leverage that data to achieve its goal of seducing people to buy what you sell. With that data, you can consider in the preparation of their product and service that you offer.

That is Impact Social Media On Advertising.

Role Advertising In Business like a striker in Football

Role Advertising In Business like a striker in Football. Advertising is important, but not the only one. Where is the position of advertising in the canvas business model? It is on the channel. The position of the ad in a business model is part of the promotion, while the promotion is part of the channel.

His job is to communicate with brands, show credibility, introduce products and seduce people to buy products. This ad assignment should not be done in a single ad. Sometimes there are ads that only show that their brand has credibility, trust and is committed to being honest and offering good ones.

For example, the ad invites the target market to pray for us to succeed in achieving our goals. Then there is a small brand name below, the name of the product or company name, or the name of the web. Sometimes there are at once introduced the brand and seducing the target market to buy the product.

False Thinking

Often, businessman thinks that when he produces then he promotes in the advertising, includes facebook. If he fails to sell, he thinks that facebook wrong. That is the wrong conclusion, or not always that is the correct conclusion. Not enough evidence to conclude like that. Products can not fit customer profile, so whatever quality and persuading our ads, it can not sell.

If products are fit to customer hope, need and avoid fear, if ads also seduce, but no selling. What is wrong? Maybe we wrong perception of the customer profile. So we need research and update the customer profile. Our perception is not reality, that is a map that we create that may be wrong?

We can research our customer profile with audience insight on Facebook. In audience insight, we can filter people by geographic, demographic, psychographic, and activity. Then we can see what fanpage that they like. Fanpage that they like signs to discover their need, hope, fear, and expectation.


Value Proposition Component that Must to Consider

Value Proposition Component is the factor or partner that have a big impact to value proposition.  They are also communicate value to the customer.

Usually, people think that marketer is promotion guy. A person who produces is not a marketer. That is wrong.

The marketer is every one that sends the message to a target market by their work, symbol, service, and product. A key partner is an outsider of a company that plays an important role in the company. They are, for example, suppliers of materials and financial services.

Key activities and key resources also speak signal to the target market. Key activities of the company’s internal activities to provide an offer to the company. The key resources are time, money and energy to perform key activities. They also ‘talk’ or give the signal to the target market.

Financial managers who manage cash flow, costs and revenues also ‘talk’ to the target market. Financial managers may not necessarily meet with customers and target markets.

Everyone sends the value to the customer

How can they ‘talk’ to the target market, meanwhile they never meet? They talk to the target market through material quality and cost and time efficiency. Their support also determines the offer that we propose to the target market. Customers enjoy the speed of service, quality of goods, a convenience that key partners and key resources have sought. Even financial managers also talk to the target market in the smoothness of products and services enjoyed by customers.

Customer relationships also ‘talk’ to the target market. Customer relationships include customer assistance, facilities or tools that serve customers, building a community for customers as well as giving customers the opportunity to participate in creating and serving each other among themselves.

Channels ‘talk’ to the target market directly through word and image or video and through affordability. Channels are an effort to make the value offer affordable to the target market. The channel is not just the distribution of goods alone, but also promotion. The task of the channel is to deliver value proposals to the target market or market segment. Submission of the offer is done by wooing (promoting) and distributing the product to the target market, so the target market is easy to reach the value offer.

Marketing as Soul or Component?

Marketing as soul means everyone is a marketer in their roles.

Advertising also a marketer but not the only one. It is one of the marketing factors. Advertising alongside other factors aims to keep sales on an ongoing basis. Ogilvy says the sole purpose of the advertisement is to sell (advertising is not an art form, it’s a medium for information, a message for a single purpose: to sell).

Sell in English means two: selling and seducing to drive sales. If we mean the meaning of sell that means sales, we are persuaded by Ogilvy seduction to accept merchandise, which is making advertising. Ads are one of the teams. If in football, the ad is an attacker (striker). Attackers are important but do not expect to succeed in their own work. Ads are important but do not expect to work alone in seeking ongoing sales. There are other factors that together work for that purpose. The ‘speak’ or deliver the message to the target market is not just advertising. The product sends a signal to a customer by their quality. Price gives easy to get by lower cost’. Location sends a signal about convenience to access.. ‘Speaking’ service. Experience of ‘talking’. They speak their own language, and the target market understands.

Advertising is part of marketing. According to Hermawan Kartajaya, founder of a MarkPlus marketing firm, marketing is the idea and program of achieving sustainable satisfaction for customers, employees, and key partners. Products give satisfaction to customers with getting useful goods and services. Marketing have tasks to make Employees happy with earning and working comfortably and meaningfully. The supporters are satisfied with the benefit and meaningful work.

Marketing is not an organization component

Marketing is not a member of an organization’s body, but an organizational spirit. In short, Marketing as soul.  Everyone inside the organization is a marketer. Ads are also marketers. Advertising is an effort to deliver a message, seduce to lead the market segment to make a purchase. Thus satisfied customers, employees, and key partners are also satisfied because they get income. The other components are also marketers.

Alex Osterwalder, from, offer an idea about business model canvas (Business Model Canvas). The business model best describes the complete and simple components of a business entity. That component is the product’s value proposition, the market segment, then the component that links the two, the customer relationship, the channel. Further supporters of the value offer are key partners, key activities, key resources, and costs and revenues. All components participate in the creation of value bids and ‘talk’ or deliver messages to market segments.