The Changing Role of the CEOs in the Digital Age and What It Means for Them
The Changing Nature of Capital Allocation and Capital Expansion With the Digital Age well and truly upon us, the changes brought about due to the advent of this era have been many and multifaceted. Right from newer work methodologies such as Agile and the rise of the Gig Economy, the Digital Age has left no […]
Multi Level Marketing Process
For those who have been exploring ideas and avenues to build an alternate source of income and are ready to invest their time and energy into building a new business, Multi Level Marketing is the right solution. With consistent focus and efforts, people have become millionaires doing business through MLM networks across the world. The […]
Saudi Arabia’s Cash Crunch
Saudi Arabia’s Precarious Position Saudi Arabia is believed to be one of the richest countries in the world. This desert country has a vast oil-rich landmass. This has led Saudi Arabia to have connections to some very powerful allies. The United States and almost all western countries may be ideologically opposed to the Saudi empire. […]
Truly Great Leadership is All about Walking the Talk in All Aspects of Being Leaders
What Makes Some Leaders Truly Great There are leaders and then, there are Leaders. To explain, any entity, whether commercial or social or political or administrative has leaders leading them who are expected to have a vision on where they want their domains and the followers to reach and at the same time, have a […]
United States and the Curse of Predatory Lending
Predatory Lending, also colloquially known as loan sharking is a bad business model. This business has always been run by anti-social elements and even mafia syndicates right from the age of the Renaissance. The loans were granted without any formal process. The recoveries were done in the dark alleys, and the entire operation was far […]
Marketing has always been relying on traditional print and visual media for advertising their products and services. The basis of the mass media both in print as well as in visual form is to release one common advertisement to the entire mass in general. Such advertising is controlled by the marketers who have control over the release of the advertisement and the audience or the readers and viewers have very little control viewing or watching such advertisements. It is a very well known fact that most people do not enjoy the interruptions on the TV shows and the commercial breaks that beam advertisements.
The fact is that the audience does not have a say in the matter. The only choice people have and which they often exercise is to take a break, skip the commercial break and resume watching TV when their show starts back.
With the arrival of internet and social web, the concept of advertising online and through the social networks has taken a different turn.
In the beginning when marketers discovered that they could send emails and messages to the mass at fraction of cost, there began a boom with everyone sending unwanted messages to all the email IDs that they could get hold of. This has tapered off to a large extent due to the hit back from the recipients who find the messages irrelevant and an invasion into their privacy. With the next wave came the advertisements in the form of banners and sponsored links and displays on web pages. One can click on these banners and flashers and get directed to the relevant page of the Company.
Advertising on Social Network is a different ball game. The network consists of communities of people who are discussing, sharing and conversing with one another and building opinions in the process. Therefore the advertisers and marketers do not have control. The advertising on the social network functions like traditional channels as well as in the form of non-interruptive advertising. Advertisements that pop up on web pages, the banners work like traditional channels and are interruptive, whereas the new kind of advertising and marketing known as Embedded Marketing Application has introduced non-interruptive as well as interactive advertising.
The best example that one can see in terms of Embedded Marketing Application is the application called Product Pulse on Facebook. The application engages the audience with new products and services by inviting them to rate the product as per their opinion and invites them to join some of the easy to win contests too. This aspect makes a lot of sense for marketers as it gives a lot of information about the consumer behavior as well as the pulse of the consumer.
Understanding and viewing the social networks as well as business networks on the internet can give one an idea of what is the effective way of communicating with people on the networks and how to manage the expectations as well as to engage the customer from advertising and selling point of view.
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