The aim of this practical project is to create a campaign that reflects research and theory conducted into how the new shift in social media usage has affected advertising. The outcome will consider the research by applying the theory to content, experimenting with how the channel has affected the concepts advertisers used to relay on compared to the new benefits downfalls of the medium. The campaign aims at advertising a set client demonstrating the way that social media has evolved advertising theory, the effects social media has had on how adverts should be created and their content.
Conclusion
'In conclusion, advertisers need to be aware that social media revolution is present, becoming a tool they can wheel to their advantage. As engagement with the platform increases it becomes the most suitable channels to reach larger audiences but the should not singularly relay on. Social media should not be seen as a competitor of traditional advertising, instead should enhance each other. Campaigns should evolve to cover all channels, as to seek the benefits of each collection. However, the success is reliant on the need to ensure that each aspect of the campaign is integrated into its environment. Consumer behavior impacts Social media advertising more than any other style of advertising, the consideration of this is therefore fundamental. The channel supplies the consumer with a voice to respond, share and drive campaigns. The job of the advertiser has shifted, to creating a campaign that inspires the consumer to create their own content. Traditional one-way communication advertising theory cannot work on this platform; it’s about creating a two-way conversation with the consumer but also vitally making sure the conversation is managed to reflect positively. Initially it was thought that social media adverts success is less controllable, but instead, it’s more about adapting to the channel and making sure the consumer's voice is now considered'
Essay Points Summary
-SOCIAL MEDIA HAS to CREATE A TWO WAY CONVERSATION IN ADVERTISING
-HAS TO WORK WITH THE DIFFERENT MEDIAS
-CONSUMER LIKE TO TELL STORIES, GIVE THEM A REASON (REFLECTIVE PRACTISE)
-BEST CAMPAIGNS COMBINE ADVERTISING MEDIUMS/BROADCASTING & SOCIAL
-GIVE THE AUDIENCE SOMETHING TO SHARE/START THE CONVERSATION
-SOCIAL MEDIA BENEFITS ARE TO REACH A LARGE AUDIENCE
-INTEGRATE WITH THE PLATFORM/ USE IT'S BENEFITS
-SOCIAL MEDIA GIVES THE POWER TO THE CONSUMER
-THE BRAND NEEDS TO CREATE CONTROL THE CONVERSATION/NO BACKLASH
-REFLECTIVE THEORY MEANS CONSUMERS PAY ATTENTION TO CELEBRITY POST
-OVER THEIR OWN/ NON-FAMOUS
-what needs to be achieved
Consumer should be used to produce the content, instead of creating content the aims need to be creating a prompt
-what makes it work
It needs to apply over the range of channels, and be made to integrate with each of those
-how has it changed
It's not about telling the audience about the product and hoping them buy it now, it about gives them a reason to engage
-how the new media is used
it needs to fit on these platforms, so be created around the benefits of each et FILTERS/STICKERS ECT
-the cross-media campaign
Digital advertising works better combined with traditional, the campaign needs to cross platforms
-target audience
The target audience needs to be those who use social media the most, as to create a campaign that will drive on this platform/channel.
-brand
the brand needs to be a client that can fit the playful tone of social media, that wants to promote to its target market
The overall aim of social media is to start/join the two-way conversation with the consumer, the outcome for this brief should be a prompt and the campaign can be applied across the platforms.
In the UK alone, 63% of the UK’s population use and have active social media. The mass shift from traditional advertising channels to social media based mediums has transcended into advertising. The aim of this brief is to explore the new channels, past campaigns both successful and failed. This brief will conclude and produce an effective advertising campaign, adapted for social media. Considering all the changes social media has generated and how to effectively whiled these to create a campaign which will thrive on the channel.
In the UK alone, 63% of the UK’s population use and have active social media. This mass shift from traditional advertising channels to social media based mediums has transcended into advertising. The rise of consumer use of social media has exploded over the last few years, this has to form a platform which advertising has to adapt to. Companies can promote their products directly to a massive new digitally based market via social sites and their consumer. Social advertising allows advertisers to not only to define their market using tool that input adverts to their ideal consumer, but also the new interactive nature of the channel has given the consumer a voice. The consumer now has an input compared to the past ‘one-way passive style’ of traditional advertising rely on for years. This platform may have now given then consumer even more control than the advertisers, but this can be controlled correctly by brands via considered outcomes. Traditional theory no longer applies as consumer behavior has evolved, this new voice needs to manipulated by brands as to advertise effectively over this channel. This brief explores a way this can be done for a client, whilst analyzing research to supply a new framework made for this channel that brands need to consider. Highlighting the differences in the channels, the new considerations brands need to analyze, and the new two-way conversational adverts style the platform demands. The research defined the need for advertising media to work cross-platform, therefore this aims to cover all the channels whilst adapting to each individual aspect.
No comments:
Post a Comment