Even though we're marketers, we've often thought businesses ruin social media through their marketing.
Not every business or marketer. Just 98% of them who think the world wants to know what they're doing and why they're so great. So they run ads on Facebook. And YouTube. And now mobile marketing, as well as a myriad of other social sites.
We understand that advertising has to pay for free access to social media or news sites. The problem is: most businesses, except the big boys, are bad at marketing themselves as a whole, let alone through social media.
There's this organization called the International Advertising Bureau, that tracks these things, and their research showed mobile ad spending more than doubled in the first half of
2013. The big boys like Unilever and Nabisco are getting into mobile
advertising in a big way. And of course, Google, YouTube and Facebook encourage them with the prospect of all those "eyeballs" going to their respective websites.
A mobile ad study by market researcher TapJoy, found (surprise, surprise) businesses just aren’t making a good impression with their ads on mobile platforms.
Some of their findings are:
- 17% of people found in-app ads
interesting (not sure what that means as far as getting results),
14% found most of the ads relevant to them (which we find surprising knowing the big data world we live in... see more about that below), and
Just 12% found them good enough to actually engage in.
The majority of folks found mobile ads "interruptive" and 66% said they were more annoying than television ads. And who the hell even watches tv ads anymore?!?
So what to do about it?
The answer is relatively simple, but takes time and dedication. The better option is, instead of running ads, to create your own beneficial content. When your audience shares your content, it is so much better than any advertising.
Creating your own content takes time.
Surely you've hard the phrase "Content is King" over the last decade or so.
Taking that theory, and combine it with Big Data, and you get Google's latest algorithm update called Hummingbird.
Creating your own first class content can be done. And during that process you'll become even more of an expert in your field than you already are. If your industry is anything like ours, we assume it is in a constant state of flux and upgrade, and you can never stop learning.
So instead of marketing to your audience in the social media world, educate them. This blog post by Joe Pulizzi does a fine job of explaining it in more detail.
As a Columbus web design and marketing firm specializing in responsive web design, we try to stress the importance of content creation to our clients. The problem we find is most folks already have 100 things to do in their job description. Adding "content creation" and "blogging" to their plate makes them stressed out that they have even more to do.
But once you get into the swing of things, it's not as painful as you might think. And if you're a marketer today, you have to be a content creator and blogger. It's a new fact of life in the digital age.