Advantages and Challenges of Social Media Marketing

Marketing

Social Media Marketing - Good or Bad?

Advertising on social media has been growing at an astounding rate. It was estimated that in 2014 there would be more than U.S. $4 billion spent on social marketing advertising (Goyal, 2014). In 2013 Facebook alone had advertising income of $3.17 billion, with revenues expected to increase exponentially (Marvin, 2013). The growth is accounted for by both the increasing audience, with more and more users adopting the use of social media, and the belief by advertisers that social media offers a great deal of potential to the marketer (Okazaki & Taylor, 2013). In 2014 research indicated that 92% of marketers believed that social media was important to their businesses (Stelzner, 2014). There are many advantages to social media marketing, that when used effectively can create a great deal of value, but while there are advantages there are also some challenges, and in some situations advertising on social media may be bad.

Social media marketing may be argued as good, as it is believed it come be more effective than traditional advertising, impacting many on the promotional aspect of the 4 P's model. Chaney (2009) argues that traditional advertising is based on an interruption and disruption model, with the advertisement interrupting the audiences' attention and disrupting thought patterns in order to gain the audiences attention. For example, interrupting television or radio programs with advertisements, or interrupting attention paid to driving or reading with print adverts (Chaney, 2009). These interruptions were generally accepted, perceived as a necessary part of the many mediums, helping to pay for other content, for example television, magazines and newspapers (Chaney, 2009). The interruption and disruption model can prove problematic, as advertisers have to overcome environmental noise and other distractions in order to gain the audiences attention (Chaney, 2009).

The movement towards social media has facilitated a different type of advertising model, where there is less interruption, and a higher level of integrated permissive interaction. The advertising which takes place on social media does not interrupt, as most of the audience have already indicated an interest in the company, for example liking the companies or brands Facebook page, following them twitter etc. (Praise & Guinan, 2008). This gives consumers a much higher level of control over advertising, shifting the power to the consumers, and can choose the type of messages they want to see (Diamond, 2010). The process also facilitates a higher level of interaction, consumers are not only viewers of messages, they can interact with companies, telling them what they think, and actively create content themselves (Moe & Schweidel, 2012; Evans & McKee, 2010). The engagement of the audience through these interactions increases the value of the messages and content, is no longer are they passive viewers, they are involved, which makes messages more memorable, and helps to create a more meaningful perceived relationship with brands (Moe & Schweidel, 2012). With users creating content there is also the benefit of more credible marketing message, as those who are not linked directly to the company have a greater potential level of credibility, so content faces less barriers in terms of belief and acceptance (Moe & Schweidel, 2012). Even the interruption model seen on You Tube allows users to skip the advert after a few seconds empowering the, to see what they want (You Tube, 2014).