Advertiser companies have been experimenting with ways to help brands get out in front of the latest digital trends.
And with some brands using social media platforms like Facebook and Twitter, the companies are hoping to use their marketing muscle to help them make those changes.
The strategy, however, is not without its detractors.
In some cases, the advertising industry is not ready to take on social media because it doesn’t want to upset the delicate balance between the business needs and the consumers’ desires, said Mark Siegel, director of digital marketing for The Advertisist, an online publication for professional advertisers.
Social media companies must consider the needs of their brands and their consumers before they start using the platforms, Siegel said.
It’s a very difficult balancing act.
You need to be a brand and your brand needs to be the company that does what you want.
That’s a delicate balance.
But we need to have a balance.
Siegel said that in a market where advertisers have more money and have a bigger footprint than ever before, it’s also time to be more transparent about who is buying what.
Companies should also be upfront about how they’re using social platforms, which could lead to a better understanding of what’s happening with their brands.
That way, they’ll be able to make better decisions about who buys what, he said.
But in some cases where social media isn’t working, advertisers may be forced to use a tactic that could hurt the brand or its business, said David C. Smith, president of advertising analytics company BAC.
That could be by targeting ads to specific groups of people who don’t share their brand or by taking the company’s products or services and then marketing them to people who might not be comfortable with them, Smith said.
Some advertisers say they are using Facebook and other social media sites to help improve their sales, while others say they’re making the shift because it’s more cost-effective to invest in a brand than they would if they were to rely on traditional advertising, Smith added.
Advertisers can’t do anything about the new trends, said Mike Mathers, the chief digital officer at DART, an advertising technology company that helps brands develop digital marketing strategies.
Advertisors are already in an arms race with social media, he added.
Advertiser organizations can’t control what social media companies are doing, said MatherS, who added that he expects that the industry will move in a new direction in the coming years.
Social networks and online video are also becoming more popular, and advertisers are trying to use them to reach a wider audience.
And they have been doing this in a way that will help them reach customers that they otherwise would not, said Smith, the BAC chief digital strategist.
But there’s also an increased need for consumers to understand the companies they’re buying from and understand the potential risks, he warned.
“It’s like they’re not getting a full picture of what their brand is doing, so they’re kind of jumping the gun a little bit,” Smith said of advertisers trying to sell their products on social platforms.
And while advertisers can’t change what’s being sold on social networks, they can shape the content, which is what marketers need to know, said John T. Brown, director and senior vice president at The CMO Group, an Internet marketing and consulting firm.
Social media companies need to take a very careful look at what’s going on with their own brands to figure out how to help advertisers reach more of their potential customer bases.
But he said that’s only a part of the problem.
Social networks, he noted, can also have a negative impact on brands if they become too similar to competitors.
Some of the more recent social media trends, he wrote, are being driven by brands that have become more similar to each other, which makes them less relevant.
Social-media companies must be smart about how their brands are perceived by consumers, Brown added.
They have to recognize that there are different groups that may not necessarily agree with them and have to work to understand their needs.
There are some issues with the companies, but it’s a process that is being developed,” he said, adding that he is optimistic about the future.
We want to help people learn about our brands and what we do, Brown said.