Answers to your burning digital media questions
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My company is based out of Italy, although it is prevalent in various countries. In terms of adding value, how do you make sure your advertisements are catering to the differences in cultures? Is it necessary to have all different advertisements aimed at the different countries or is it better to find a way to make your message consistent across all cultures?
A few decades ago, one-size-fits-all advertising messages were the norm – in part, because the technology at the time only allowed for this. It wasn't possible to target individuals with personalized, microtargeted messages geared toward their unique interests.
Today, that's obviously not the case. Given that it's so easy to target specific messages, I think it's important for brands to take unique cultural differences into account in putting together their ad campaigns. Personalized and targeted is always better than something generic and nonspecific.
What is the most important thing to remember when creating social media accounts for not only yourself, but the company you work for?
Why are you creating a social media account? What's its purpose? What will you do with it that might create value for others? I'd keep these questions in mind in creating any social media account. Creating one "just because" doesn't help anyone.
Otherwise, I'm not sure there's a good one-size-fits-all piece of advice beyond: create value for others and know who you're talking to!
Despite the laws mentioned earlier about companies not having the ability to make hiring decisions based on social media, do you think it is a good idea to delete certain social media outlers?
No. It looks kind of suspicious in 2016 to see people without any social media presence. I wouldn't hire someone for any marketing job who was completely off social media. That send a terrible signal.
Instead, think about what you're doing on social media. Facebook allows for extremely granular privacy settings. Use them! I have a Close Friends list, a list of political people, etc. This is much better than deleting your accounts altogether.
To clarify too: there is no law prohibiting an employer from looking at publicly available social media profiles in making hiring decisions. Our company recently hired a few people and I definitely looked at everything I could find publicly about each candidate. What you can't do – aside from violating employment nondiscrimination laws – is demand an employee or applicant turn over their password so an employer can log in to a private social network.
I know that companies check people's social media accounts, is there a particular one they check? Also even if you are on private is there still a way for them to see you?
Think about it this way: if you were an employer, what would you do? Where would you check? My guess is, you'd look on Google, Facebook, Twitter, etc.
If you have your account set to private though, or have posts on Facebook targeted to specific friend lists, an employer (or anyone else) can't find it unless you once had it public or if someone you shared it with then shared it publicly.
I know that when I see ads on Facebook or other sites, I neever intentionally click on them. How effective is social media and display advertising like this?
This has been a hot topic in the marketing world for a long time. Many eye-tracking studies show that people are trained at this point to "tune out" banner ads and other display advertising on websites. This is why it is so important for advertisers to ensure their ads are precisely targeted and really are of interest to the audiences they're being served to.
Comments & Feedback
Would you agree that social media channels are being used as second resumes? Most people believe social media can only hurt someone's chances, but do you believe it can actually help a person's chances too?
My biggest question in relation to content and inbound marketing is how companies and brands can make the most out of the content they invested so much time and money into curating. I once heard the quote "content is king, but distribution is queen and the queen wears the pants." This translates to say that no matter how great your content is, it won't be effective if it is not distributed on the most effective channels to the correct audiences. On what other platforms, especially in terms of the PESO model, can brands disseminate content?
What is the best content to use in email marketing so the emails don't go straight to "Junk Mail"?
In terms of retaining customers, is it more effective to reach them with brand imaging during shopper marketing or through ditigal means with content marketing?
How can facebook ads and other display ads be used effectively? Since they are hard to gain attention with.
In regards to employers looking at a person's social media accounts before hiring, do you believe they are more interested in what an individual is posting themselves or are employers looking at what a person may follow or retweets for example?
I do the opposite sometimes when I see ads on Facebook! The banner ads that are relevant to me, that have swimsuits I like or clothes that are my style, I sometimes click on even if I have no intention of buying just so ads like that come up on my page more often. Right before spring break I was clicking on every banner ad I saw that had bathing suits on it so I could get bathing suit ideas! Sometimes the banner ads on my Facebook are extremely irrelevant though and I obviously ignore those so I'll see them less frequently(I hope!).
Is email marketing still a viable option? It seems that email services such as gmail are becoming smarter and better equipped to handle spam and advertisments.
Spam filters on emails remind me of caller ID. Do you think one day email will be a less effective form of marketing, much like telemarketing became a thing of the past with the invent of caller ID?
Johnson and Johnson doesnt just sell one particular product, they have numerous. when using inbound marketing I foucsued specifically on their baby care prodcts. Should use inbound marketing for each individual product group or for the brand as a whole?
I have recently been in the job hunt. They say it is "illegal" to base employment off one's social media account, but obviously companies do it. What is something to focus on when you know employees will be looking at your social media?
What is your favorite social media for a particular brand?
When it comes to email marketing, what is the best strategy to use in order to make sure that people aren't just sending you straight to their junk mail? Where is the best place to catch someones attention in an email?
Since we have learned about the inbound marketing and email marketing, how are we supposed to develop our content?
Are we supposed to focus on just a target audience? is there any other group truely show interest in brand from inbound and content marketing? or is it only target
audience? How are we going to evaluate which mareketing is showing the right progress? by clicking the website? email?
Staying on the topic of email marketing, what is considered a good click through rate for an email?
I read an article on our resources page that mentioned "intrigue marketing" as a successor to inbound. As far as you know are there any companies that have taken steps ahead of inbound marketing and been successful with their approach?
I recently read an article that Twitter has lost over $2 Billion since its launch. I was wondering how can such a large social media site used by so many people be losing that much money. How do you think they will adapt and change the site to try and turn around the company?
How effective are the targted banner and display ads? Often time I see these displayed on websites and social media, and they are things I would be interested in, or even things I've had in my cart for a certain retailer at one point. However, more often than not I skip over these and rarely click on them.
How can you expand your social media friends or networks beyond your own personal networks when managing a company's social media platforms?
I found your first topic about international advertising to be very interesting... My question is, where do you draw the line between personalizing advertising to a particular culture and changing your brand image? Product-wise, McDonald's does a great job altering their food menu for different countries; in the same respect, I've seen companies lose their entire identity because the culture doesn't even want them in the first place.
Many websites have adverstisements that are either shown on the sides of the website or as pop ups. How often do advertisers change the material of the advertisment once they realize that the old one is not doing well?
Base on this reading, how to improve brand social media reputation. By app or website. How to compete the social media with another similar brand? Could you give idea to using social media to compete and make the brand famous? Also it is hard to tell audience their facts and goals. Make more customers know it?
How far will employers take looking through potential employees' social media accounts? Do some employers pay attention to anything besides obsceneities? Do they, even if subconscious, think about your political views, religion, or any other preferences you may have posted about?
What type of content (aside from obvious things like alcohol, drugs, etc.) should college students be cautious about posting on their social media accounts? I know that employers often do search potential employees social media profiles before making hiring decisions, but I am unsure exactly what they are looking for. I've also heard that employers do enjoy seeing a candidate with a social life. I'm not nervous about my own profiles, but rather just how to understand and get inside the head of an employer searching for these things. What makes a good candidates profile compared to a bad one?
Which methods of content marketing do you find most effective? How do you breakthrough to customers when there is so much content to compete with?
Why do advertisers continue to use display advertising when "banner blindness" is so prevalent? I know personally that I have never gone to a website and ended up clicking on a banner advertisement. I sometimes feel like some of them could be a scam or a virus? I just don't know how that particular technique of advertising could still be effective these days, there are so many better ways.
What are some other high-traffic websites where ads have a bigger chance of being clicked on?
Besides the obvious, what are some things we should NOT be posting on social media accounts?
How can a companyeffectively engage with different cultures if they don't have much relationship to certain cultures?
Advertising has been a field that has been deemed "untrustworthy", or "inaccurate" for so long and now it is everywhere. Social media, websites, traditional advertising etc. This is something that has been a challenge for advertisers since the begging of time however now on social media what exactly are advertisers doing to make themselves appear credible and trustworthy? If the ad is easily over looked or tuned out then there is no chance that anyone will click on it. Targetting the right audience could still leave customers unsure if the advertisement is safe to click on and not a scam. How are advertisers combating this issuse?
One thing that often comes up in regards to marketing is the importance of segmentation and targeting the correct audience(s). With social media being as broad as it is, with the ability to reach mass amounts of people, how can brands continue to target specific audiences via these platforms? Since a lot of brands have many different groups that need to be reached but only limited control over what audience sees which messages, what is the best way to go about segmentation when using social media?
One thing I do not understand is how the youtube, facebook, and twitter ads are effective? I know that everytime I get an ad on youtube I try to skip it, and I do not go out of my way to click on other ads, I imagine im not the only one. I know this was kind of answered above, but my question is builiding on that, how much do some of these companies spend on these ads and how effective are they?
How can we, as marketers and advertisers, stay one step ahead of the consumer and continue to publish content that we know will grab their attention and pull them in? Inbound marketing seems like a risky thing to rely on because it depends entirely on the user's amount of interest.
Do companies mostly market through email to people who have manually subscribed to them? And can they know how many people buy their product through the Email clicks?
You said you wouldn't hire someone without any social media presence is 2016. What if someone isn't on many social media platforms? I don't particular like social media so the only accounts I have are a LinkedIn and sometimes a Facebook. How can you distinguish as someone who doesn't like social media instead of someone with something to hide?
Is there a way that advertisers, marketers, companies measure how effective their advertising methods are? Since we learned about inbound advertising this week, I am wondering if there is a way to measure which methods are more effective than others? How do these companies know their strategies and planning are working?
It is important to remember that you do not display all kinds of personal interest when dealing with companies. It is better to keep two different accounts in case the business world sees your information. I have always been keeping in mind that it is significant to differentiate the privacy and public to live in this world. The world does not simply allow every quality of human being that it is necessary to keep the inside and outside separated at certain times.
When dealing with social media for an organization that is international, should you have seperate accounts for each country? For instance if you have a company in both the US and England, should you have two seperate accounts on each medium for both? Especially for countries with large cultural differences.
It is crazy to me that now employers have the access to our social media pages. 10 years ago this would not have been the case, but since social media has taken such a big leap in our everyday lives they have to look at our social media profiles to understand who we are? Why can't we do things as they were with employers not judging you for what you have on your social media pages.
Is it common for companies to create audience personas? If so how do they come up with them? Do they use market research to determine their target audience or do they create a persona for who they want their target audience to be?
Is there anything out of the ordinary that college students should look out for on their social media profiles that may turn potential employers from hiring besides the typical stuff such as alcohol ect.?
What do you consider to be the best marketing tool to find which cultural/group your company should spend the most effort and time advertising to? Also, I would say most of us started using Facebook at a pretty young age and our interests tend to change with time. My question is how do you really find their true interests at that specific time without spending a lot of time searching through their posts?
Can companies look at your social media accounts even if you have your account blocked ? Such as, Twitter; If I have my account on private could they ever see my tweets ? I know there is so much technology out there, thus, is it possible to see a persons accounts when it is private?
In this weeks video lecture, Derek mentioned something about a site called Technorati. I visited their webpage and am still a little bit confused as to what it is they do. Could you tell us more about this resources and services they provide?
For business brand side, which one is more effective to them between inbound and outbound? How can we figure out about our brand is whether inbound or outbound?
How many personas should a brand have? It seems like any given product might hae a few personas that could work. With a full line of products, it could get complicated quickly.
I was recently told having banner ads on Facebook can run as low as $50 a month and can specifically target who sees them , ie , targeting people with similar "likes" on groups, particular topics, and hashtags. From your experience in the industry is the price and this potential of this specific targeting true?
What are other ways companies can increase their email lists? Do companies mostly market through email to people who have manually subscribed to them? What is the suggested length of an email from a company to a consumer?
What is the difference between SEO and SEM? How can they be used differently?
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It's so easy for people to skim over their emails and delete things that are being mistaken as junk mail. How do you effectively grab the attention of your consumer through email marketing and prove to them that you are legitamate?