Online Advertising on Social Media: A Significant Difference Between The Traditional and Digital Media
We already know that there are a lot of difference in advertise product on the traditional and digital media. Traditional media could be a channel for advertiser to run their campaign in case of reaching the most people. If the product that being advertised is a daily consume or non-gendered product, so everybody could be their consumer, then traditional media such as television, newspaper, or magazine would be a good choice. Massive effect as the superiority of traditional media still left a problem. Since its audience are very huge there is a doubt in focusing how to deliver message to target audience who are the prior consumer. There is no wrong in spreading message to the whole people, but to engage audience's emotions and be intimate with them we should be able to build a relationship and emerging a closeness feeling. Beside that, focusing to communicate with the prior target audience will put advertising cost become more effective. Solution that usually be used when facing some problems like that was putting the ads on the media that is having close relation with the product's target consumer. Both product and media should have the same target, so the message that are delivered effectively received by the audience.
Different thing happens when it comes to the digital media. Today, we could see that social media become so happening. It seems like everybody must be having Friendster, Facebook, or Twitter account. So, there is no wonder when today social media becomes a powerful tool on advertising.
Based on the case of lingerie advertisement on man's Facebook profile, it shows that the advertiser seems like didn't focus in communicating with their target audience. Facebook can do further than what traditional media can do. In social media, advertisers can put their ads on their specific target audience. In Facebook, advertisers can track web user's interaction to the very detailed level. They can choose to show ads based on location (by looking up user's IP address), interest (based on what website user's visit), or by behavior (based on what ads or links that user's click). They can choose who is the people who are their target by looking for the gender, birthday, relationship status, or even the user's friends. So, Facebook can do A LOT and help in making effective advertisement.
How To Sell Lingerie To Men?
In the way on lingerie ads on man's Facebook profile, to be honest the advertiser actually should pay more attention on choosing their target audience then it will lead them to reduce their advertising cost by reaching the specific target audience. Lingerie is woman's thing, so why should be advertise it to men?
"Some men may want to buy lingerie to their girlfriends or wives", you say. It could be happen and that's exactly right. But there is a better way to do it; show them different ads. Don't communicate women thing to men with the way you communicate with women. Also, don't communicate men thing to women with the way you communicate with men.
Advertisers only need to serve different ads that serves only for men, with the right way of approaching them by putting the copy such as "Give a memorable gift for her; Tell her how sexy she is; or Show her how much she turns you on." Better, advertisers can choose to display the ads only to the married man or the in a relationship one.
Finally, online advertising can focus on your specific target. It can do more than traditional media. But it is only a tool, the basic principles should be in the mind of the advertiser to make the ads effective. Focusing specific target to communicate in online advertising could help in delivering very relevant message. The benefit is that the advertiser will save money on their ads campaign, make it effective, and get the better result.
Reference:
1. http://www.facebook.com
2. Buzzmedia
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