Paid Advertising 2010: What changes for marketers?

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advertising-tttSeeing 2010 from a paid advertising perspective, we might argue that business will only change slightly for marketers. Paid advertising won’t die this year, right?

Now, eMarketer published a statement by their analyst Debra Aho Williamson on social media ad spending forecasts which touches the „tiny“ shift in paid advertising:

“Paid advertising will not be the primary focus, but it will serve to drive traffic and engagement with the larger social network presence.”

The main difference will be that paid advertising is story-telling about a social media presence (also offline with print ads or bill boards) instead of selling their a traditional business website. Is this not already a massive movement in the ad industry? Paid advertising promotions are not about business websites. It is pushing the company’s social web presence.

Nevertheless, marketers still have their targets on contacts, leads and conversions. And they still need to reach a lot of these targets by promoting their web-presence offerings with online advertising, be it display, text-ads or search. I assume that product marketing has no other option here. The modern social web world calls this generating „engagement“. Just a nicer wording than talking about leads and sales?

The term „engagement“ was discussed intensely by Jason Falls, Tim Schigel and me in the last weeks. But don’t we not all know that generating engagement is nothing new in the advertising world.

The word „engagement“ is one of the most hyped words on the modern social web platforms like blogs, Facebook or Twitter? In my eyes engagement has become a buzzword 2.0. And, most of us media dinosaurs wonder how the ROI in paid advertising on social media platforms will evolve and how to measure it compared to the old paid advertising measurement on pis, visits or clicks.

The difference is that this modern engagement shall be generated, established and converted via dialogue, resulting in a close business-customer relationship – instead of people clicking banners or links, sending emails or filling out contact forms on landing pages. In the end, everything serves one purpose: customers shall buy products – online or offline.

But what if customers are starting conversations on the platforms that are promoted via paid advertising? Conversations is new in the paid advertising world. And it is more time-consuming, more challenging, and a more sensitive topic than waiting for a customer to respond on i.e. bannering the traditional online way.

Ten years ago, companies owned the road that was leading customers to get engaged with them. Today, the social web owns a ring-road around a company or brand with hundreds of roads linking, talking and refering to a company. The strategic question for paid search could be: Which one is your main access-point for the near, middle and long-time future?

PS: In order to maintain the customer dialogue companies need the right resources. So, the challenge businesses have is setting up their social web-strategy before they start spending on paid advertising. There is no other way for companies to support customer needs for a long lasting business sustainability.

Spot On!
Paid advertising continues to serve finding access to the modern customer’s world. But let’s ask marketers: Is there a difference if paid advertising is promoting a social media presence or a traditional business website? Will the work for marketers and media planers be the same? Only the links will be different? If you know how to serve, sell and talk to customers, the work and business that is aiming at „engagement“ won’t change compared to 50 years ago. It will remain to be hard work…? No matter, what paid advertising is promoting, right?

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5 Kommentare zu "Paid Advertising 2010: What changes for marketers?"

  1. uberVU - social comments am 11.01.2010 01:42 

    Social comments and analytics for this post…

    This post was mentioned on Twitter by robotmitchum: Paid Advertising 2010: What changes for marketers?: Seeing 2010 from a paid advertising perspective, we might argue tha http://url4.eu/15uuP

  2. Darren am 11.01.2010 05:06 

    Determining the ROI on ad spend within social media platforms is easy, you calculate it just like you would other advertising. The real question is calculating the ROI on social media!

  3. Martin Meyer-Gossner am 11.01.2010 09:52 

    Darren, thank you for the input. Sure, is a topic I have written about in another post (German only, maybe I should translate this one…) – http://www.thestrategyweb.com/2010-online-roi-eine-herausforderung-fuer-unternehmen.

  4. Darren am 12.01.2010 22:13 

    Hey Martin!

    Yeah, that would be a great read (Google translate butchers it!) and my German doesn’t get me very far! ;)

  5. Martin Meyer-Gossner am 13.01.2010 01:29 

    Done… with Google as a test. Let me know your thoughts… and feel free to RT if it is good. See latest post…

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