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Technology and marketing

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Technology and marketing

  1. 1.  SOCIAL MEDIA AND MARKETING
  2. 2. Agenda  Introduction.  Definitions.  Facebook  Twitter  Google Adwords  Pros  Cons  Conclusion
  3. 3. Introduction  Through this presentation we will examine the relationship between technology, marketing, and how society has been converted into tools for advertising and marketing.
  4. 4. Defintions  Marketing - The management process through which goods and services move from concept to the customer.  Target Market - A specific group of consumers at which a company aims its products and services .  Demographic - The statistical data of a population, especially those showing average age, income, education, etc.
  5. 5. Facebook  Approximately 1.4 billion active users per month.  1 Billion via mobile communication.  Most popular Social Media platform in Canada, with 19 million Canadians accessing Facebook per month.  Ad revenues are projected to exceed 17 billion dollars by 2017.
  6. 6. How Facebook classifies you to advertisers. Facebook allows it’s advertisers to pinpoint their exact audience in a way that would not be possible without the technological advancement we have. Facebook not only defines their users by gender, age, and geographic location. They offer advertisers the avenue to pinpoint their target by breaking them down into groups such as: Relationship Status Religion Ethnicity Political Views Behaviors Interests
  7. 7. Facebook Cont.
  8. 8. Twitter  288 million monthly active users.  500 million Tweets are sent per day.  80% of Twitter active users are on mobile.  77% of accounts are outside the U.S.  Twitter supports 33 languages.  479 Million dollar ad revenue in it’s fourth quarter of 2014.
  9. 9. HowTwitter classifies it’s users.  While twitter is one of the leaders in social media activity, it doesn’t compare to Facebook in ad revenue.  This could be attributed to the demographics it offers it’s advertisers.  Twitter does allow for customized demographic targeting, going as deep as targeting similar followers, interests, and behaviors, but doesn’t delve as deep as Facebook.
  10. 10. HowTwitter classifies it’s users continued… This is a screenshot from the twitter ad planner. As you can see, it does allow for fairly in depth planning, but not as deep as Facebook. Twitter also only allows a company to target their demographic in 140 characters or less, without the use of visuals or in stream audio, making it a tougher challenge as well.
  11. 11. GoogleAdWords  Approximately 90% of Google’s revenue is generated by AdWords.  Directly associated with searches conducted with the search engine.  Companies can be paid by cost per click, or cost per conversion (clicking through a link and following through to their landing page and making a sale or interaction.  Extremely customizable, yet different from Facebook and Twitter.
  12. 12. GoogleAdWords Demographics.  Google AdWords does not target it’s users through qualifiers like age or gender.  Campaigns are based off of key searches and cookie information, combined with location and keywords.  This allows for users to be grouped into psychographic categories instead of demographic, basing searches off of needs instead of possible wants.
  13. 13. GoogleAdWords Continued This is an example of a Google AdWord advertisement. Because this is based on keyword matching, a sample of a keyword list to be built into this campaign could be: Georgian College Gen Ed Georgian Impacts of Technology Technology Target Market
  14. 14. Pros  Our Social Media access is granted free of charge to us, because we are willingly tools to attract companies to pay for ads.  Awareness of products related to you.  An online advertising campaign experience catered to you. While this can be a nuisance, at very least you are being subjected to products/services that are (supposed to be) in your general interest.
  15. 15. Cons  Decrease in privacy.  Constant bombardment of Advertisements, in all aspects of online interaction.  Over saturation of the market/ too many Advertisements in such little space. Although they are targeted to you, they typically fade into the background.
  16. 16. Conclusion Technology, more specifically social media, has made us nothing but a target market to most companies looking to advertise, and a tool to Social Media websites. When it comes down to it, every aspect of our online presence is measured, dissected, organized, and promoted to online retailers without our knowledge (although we have agreed to all terms and service for these platforms.)
  17. 17. References  About.twitter.com,. (2015). About Twitter, Inc. | About. Retrieved 13 April 2015, from https://about.twitter.com/company  Adweek.com,. (2015). Twitter Q4 Earnings: 288 Million Monthly Active Users, $479 Million Revenue, $0.12 EPS. Retrieved 13 April 2015, from http://www.adweek.com/socialtimes/twitter- q4-2014-earnings-report/614518  BusinessDictionary.com,. (2015). What is marketing? definition and meaning. Retrieved 12 April 2015, from http://www.businessdictionary.com/definition/marketing.html
  18. 18. References Continued  Facebook,. (2015). Advertise on Facebook. Retrieved 13 April 2015, from https://www.facebook.com/ads/create?campaign_id=357409530988309& placement=header  Staff, E. (2015). Target Market. Entrepreneur. Retrieved 12 April 2015, from http://www.entrepreneur.com/encyclopedia/target-market  Statista,. (2015). Facebook: global advertising revenue 2012-2016 | Statistic. Retrieved 13 April 2015, from http://www.statista.com/statistics/271258/facebooks-advertising-revenue- worldwide/  Wordstream.com,. (2012). Google AdWords Facts & Stats | Wordstream. Retrieved 13 April 2015, from http://www.wordstream.com/blog/ws/2012/08/13/google-adwords-facts

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