Within the realm of social media advertisement there are multiple forms of delivery for sending ads and other marketing material out to the internet at large. But when a company decides to focus their efforts on one goal in a coordinated manner through their platforms, this results in the social media marketing campaign.
Social media marketing campaigns are described in the book as directed efforts to unify outward communication to a specific business or marketing goal. Many types of marketing campaigns exist, but as of late, social-only campaigns have become the majority of the market. This is interesting to me because I never noticed this. Most of the time when I am traveling (which is semi-frequently) I see a billboard or magazine ad for something I've seen online ads for. This also could be my own unawareness of what goes on outside of my normal driving routes.
Like funnel-style marketing, social media marketing campaigns follow a funnel model of operation called AIDA (Attention, Interest, Desire, Action). This model is created to maximize the effectiveness of each post and advertisement. Attention is the first step to get them to stop scrolling and look at what you have to offer. Interest builds on this by leading them to more and more information and benefits to sticking with this brand and its marketing. Building desire solidifies their engagement with the campaign and participate in purchasing what the marketer has to offer. Action is the final step and how the campaign can organically grow through having people who participated in the previous three steps spread their own word about it, possibly rewarding them in the process.
All social media marketing campaigns come in different styles and depths. Some are straight forward and include visuals consistent across all socials, others are diverse and are hard to tell whether or not they come from the same campaign. But in the end they all hold the same goal of targeted customer engagement through focused effort.
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