The Tectonic Shift of Advertising

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Social media has blown up over the last decade and there seems to be no end in sight to how large a scale social media may be. With over 68% of the world's population owning a phone, it's almost impossible to go about your day-to-day life without being influenced by some form of social media. In 2015, the time spent on mobile devices was higher than the time spent watching cable television and has only climbed higher since. This prompted a change in how marketers advertise their goods and services, which led to a massive shift in society as a whole. 


The swift change from commercial advertisements to mobile advertisements has both positive and negative effects on society. Along with allowing for a much larger reach in audience, social media advertisements lead to a greater sense of brand loyalty and bring forth higher conversion rates compared to commercial advertisements. On one hand the larger audience may seem like a blessing, but in reality, the number of people engaging and then being converted to the service, is vastly disproportionate to the amount of people the advertisement may have reached.


The terms "engagement" and "interaction" get thrown around by marketers and social media users trying to get you to follow, like, share and click the link on their post to help them gain a new customer or member of a community. Engagement may seem like it is all you need for your company to garner its customers, but engagement does not take into account how many people were actually converted to your goods or services, which can be misleading when looking at the sales ratio to the engagement on your advertisement.

Comments

  1. Amelia BurgerAugust 31, 2024 at 4:38 PM

    Hi Zach! I'm so glad you mentioned the statistic of how many people in the world own a phone because when I was reading Chapter One that really amazed me. I think it would be cool to graph out the usage of their phone with a big sample group and see who uses it for what. This was a great analysis of the chapter!

    ReplyDelete
  2. Blake KesslerAugust 31, 2024 at 10:45 PM

    I was also thinking about how influencers miss the amount of people converted to goods and services because it is so difficult to track things like that! This probably makes it hard to market towards potential brand deals.

    ReplyDelete

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