If social media marketing is a panacea to online marketing (as many experts claim), why are advertising dollars continuing to flow into online display and search advertising? Social media certainly gets most of the attention, but display and search are still raking in most of the money. The reason is that display and search offer important advantages over social media.
Three Advantages of Display and Search
1. Measurable. Display and search advertising is precisely measurable. ROI is predictable and therefore manageable. And while there are numerous tools that help advertisers monitor social media conversation, they still lack the ability to define a clear relationship between investment (time & money) and results.
2. Earned. The other advantage of display and search is that it is “earned” instead of “paid.” This is related to ROI but more importantly it allows the advertiser to mitigate risk by only paying for performance measured by end-user action. Social media marketing initiatives require investments of time and money on the front end. If the campaign fails to yield any results the advertiser doesn’t get the money back they spent to create the campaign.
3. Simple. Display and Search is also relatively simple to manage and define. The organic nature of social media makes the advertisers task complicated because it changes so rapidly. There are so many conversations, so many mediums and such little time to manage it all.
Social Promotion offers the best of both worlds
The downside of display and search advertising is that online users are more and more focused on the conversation taking place in social media and less on the advertisements placed on the periphery. Social promotion services offer (yes 6Dcast is one of them) a simple way to bring the advertisement into the conversation while maintaining the advantages listed above.
It seems nearly everyone working in marketing today is focused on how to use Social Media to make their message more viral, more relevant and more accessible. For many its still a leap of faith because its hard to measure and manage all that is taking place across social networks.
With social promotion an advertiser can create display type campaigns with common metrics such as pay-per-click but still retain the viral effectiveness they want from social media.
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