The explosive growth in the popularity of social media has created a significant area of digital marketing that focuses on marketing on social media. In itself, updating the company’s own Facebook page is marketing in a certain way, but as a rule, social media marketing means paid advertising on social media. This kind of ad can be, for example, a banner ad that appears between social media posts, but it can also be, for example, an organic company publication that you want to give paid additional visibility to.
Since people spend a lot of time on social media, it is naturally a good place to do marketing. Practically all social media services, such as Facebook, Instagram, Twitter, LinkedIn and YouTube, offer the possibility to advertise on their platforms. Depending on the advertising requirements, each of the aforementioned social media channels also works commendably well. The advantages of social media advertising can be considered its reach and versatile targeting possibilities.
In this form of advertising, especially search engine advertising is the one that works really effectively in the best case. This is because the aim is to present the advertising to target groups that are already looking for information about the desired product, service or topic. In other words, target groups often already have purchase intentions when a suitable ad is shown. In this case, a well-executed ad offers a solution to a need without actually pushing itself.
Re-marketing
You must have noticed at some point, when you have visited the website of a company that offers a product or service and then go to a news website, for example, you are shown the products of the aforementioned company. This is what is called re-marketing. Put simply, re-marketing works by placing a tracking tool on a company’s website to monitor the behavior of online visitors on the website.
If the purpose of the website is, for example, to sell products in an online store, it is a shame if a user who has been researching the product for a long time decides to leave the site without actually making a purchase. However, by all accounts, the user in question seemed to be genuinely interested in the product in question and might well still buy that product. In this case, the user can see an ad elsewhere on the internet, where the product he is researching is offered to him at a reduced price.