If we close our eyes for a moment and try to imagine what advertising has been like in recent years, we cannot fail to realize the enormous change it has undergone. So over the centuries, the press, radio, TV, and the Internet have followed first and then newsletters, banners, and Google afterward, which have led to a surge in advertising messages and contents, causing advertising to become more and more the object of attention and ” companion Loyal for the best shopping tips. The revolution continues, also thanks to work done every day by the many advertising agencies that accompany and translate the values and expectations of many and just as many companies that entrust their brands to them.
A Turning Point In Advertising
From the first form of advertising, a printed advertisement dated 1630 and created to promote the name of a product, advertising has profoundly changed personal codes. After the industrial revolution, a new epochal stage is represented by Social Networks, responsible for an absolute and modern advertising revolution. Social Networks mark an important watershed: testimonial advertising becomes influence advertising. With the “advertisement,” you don’t necessarily have to sell but create an opinion and relationship with the brand.
Social networks have radically changed people’s approach to the brand. The possibility of becoming ” followers ” and fans of a company opens the way to an alternative way for companies to be on the market. Companies with personal company pages put themselves “on par” with people and participate exclusively and directly in the life of their followers. With a social profile, the Company decides to get in touch with its consumers to intercept useful content and re-propose it within the busy social squares to create engagement.
In doing so, the Company allows the consumer to get in touch, talk to the Company, express an opinion, and evaluate not only the products and services it offers but even enter into the merits of its values, to be shared and approved, now with a ” like, “now ” sharing ” with the personal network of relationships and friendships. The ease of use of social networks allows for widespread dissemination of the Company’s contents, its visibility, brand awareness, and, therefore, the “advertising” with the Company as the protagonist.
People Marketing
” classical advertising ” presents products and services as “purchasing advice.” At the same time, social networks have profoundly changed the advertising paradigm, and people give voice to the quality of the products and bring other consumers to knowledge. Social networks are the territory of the Influencers, even normal, very normal individuals who, thanks to these Social Digital Platforms, have become so famous as to have followers, or rather interested in their content and be followed to the point of being able to increase sales and awareness of the brand they promote.
Why A Company Must Advertise On Social Networks
Companies today, more than yesterday, must focus on creating senses and relationships with their consumers. The typical customer is the one who fully enters the narrative of the Company, knows and shares its ideals and values, and therefore appreciates the products and services provided. The Social becomes the ideal environment in which Company and consumer walk together, where the comparison becomes a growth process for both. The Company responds to requests for content and to the needs of its consumers within the channels in which the consumer exposes himself and asks. How will the world of advertising change?
It’s hard to say, but advertising will certainly have to go through Social Networks and possibly for a long time. And if television remains a golden field for advertising, however, social networks are carving out increasingly large market shares, thanks above all to the depth and coverage of advertising messages. Social Networks work in the modern direction of advertising communication, no longer made to sell products but to create image identity, build values and associate a brand with those. A company’s success today is no longer (and not only) in turnover but in knowing how to create an edifying self-image and obtaining a good perception of the brand among its consumers.
We no longer speak only of the objective characteristics of the products and services the company supplies but of the values, emotions, and experiences to which the Company bears witness and for which it acquires credibility and reputation. In a context of fractional information, due to the thousands of stimuli received and an increasingly dim attention span, Social networks, thanks to their nature, make it possible to meet these needs, offering real “content pills” usable at any time, even on the move, through smartphones and technological devices that are increasingly within everyone’s reach.
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