Marketing na društvenim mrežama
Social Media Marketing
Apstrakt
S obzirom na to da su kolevka društvenih mreža, za pisanje ovog rada autorke su koristile najnovija istraživanja, vršena mahom u Sjedinjenim Američkim Državama. U osnovne ciljeve rada spadaju: sagledavanje globalnih trendova vezanih za ulaganje u oglašavanje prema vrsti medija; navođenje smernica za razvijanje uspešne marketing strategije na najvećoj društvenoj mreži - Facebook; razmatranje karakteristika oglašavanja na Facebooku; ukazivanje na značaj odabira prave društvene mreže prilikom planiranja marketinških kampanja i oglašavanja, vodeći računa o njihovim specifičnostima (Instagram, Snapchat, Pinterest, YouTube), ali i preferencijama pripadnika različitih generacija, uvek polazeći od ciljeva same organizacije. Prognoze vezane za trendove ulaganja u oglašavanje u naredne tri godine, ukazuju na to da će se najviše ulagati u oglašavanje preko mobilnog Interneta. Budući da društvene mreže, pre svega Facebook, računaju sa ogromnim brojem korisnika koji im u najvećoj meri pristupaju preko mobilnih aplikacija, jasan je potencijal koji one imaju za razvoj biznisa i sprovođenje marketinških kampanja, pa je stoga planiranju i sprovođenju strategije nastupa i oglašavanja organizacije na društvenim mrežama potrebno pristupiti sa velikom pažnjom. I pored toga što Facebook globalno i dalje predstavlja omiljenu društvenu mrežu, već je kod pripadnika mlađih generacija primat preuzeo Instagram, koji organizacije sve češće koriste za približavanje brendova mlađoj publici.
Abstract
Since they represent the cradle of social networks, the authors used the most recent research conducted mainly in the USA. The basic goals of this paper comprise: an overview of global trends relating to the media type-based advertising investments; listing the guidelines for developing a successful marketing campaign within the biggest social network – Facebook; considering the characteristics of Facebook advertising; underlining the importance of selecting the right social network when planning marketing campaigns and advertising, bearing in mind their specific traits (Instagram, Snapchat, Pinterest, YouTube), but also the preferences of different generations, and always starting from the very organization’s goals. The forecasts relating to the advertising investment trends in the next three years, indicate that mobile internet advertising will be in the lead. Considering that social networks, Facebook in particular, rely on a vast number of users who mostly access them via mobile apps, their business development and marketing campaign potential is clear; thus, planning and implementing an organisation’s presence and advertising strategy on social networks requires a lot of attention. Even though Facebook is still the most popular social network worldwide, Instagram has overtaken the throne among younger generations, and organisations increasingly use it to present their brands to the younger audience.
Reference
- AdvertiseMint (2017). The Complete Guide to Facebook Ad Targeting. Retrieved from:
https://www.advertisemint.com/complete-guide-facebook-ad-targeting/ - Benjamin, M. (2017). Five Steps to Successful Audience Targeting in Online Ad Campaigns. Retrieved from: https://www.marketingprofs.com/articles/2017/31893/five-steps-to-successful-audience-targeting-in-online-ad-campaigns?adref=nlt040717
- Davis, P. (2017). How to Make Powerful Facebook Ads With the Help of Your Customer Service Team. Retrieved from: https://www.marketingprofs.com/articles/2017/31388/how-to-make-powerful-facebook-ads-with-the-help-of-your-customer-service-team?adref=nlt011217
- Drummey, C. (2017). Influencer and Marketing Campaigns on Social Media: Which Platforms to Use and When. Retrieved from: https://www.marketingprofs.com/articles/2017/31671/influencer-and-marketing-campaigns-on-social-media-which-platforms-to-use-and-when?adref=nlt022717
- Fluent (2017). Fluent College Student Survey Reveals Rising, Falling Trends among Gen Z; New Behaviors Reflect Social and Economic Realities. Retrieved from: http://www.marketwired.com/press-release/fluent-college-student-survey-reveals-rising-falling-trends-among-gen-z-new-behaviors-2186163.htm
- Forer, L. (2017a). 10 Rules for Effective Facebook Marketing [Infographic]. Retrieved from: http://www.marketingprofs.com/chirp/2017/31270/10-rules-for-effective-facebook-marketing-infographic?adref=nlt010317
- Forer, L. (2017b). How Marketers Can Use Snapchat in 2017 [Infographic]. Retrieved from: https://www.marketingprofs.com/chirp/2017/31456/how-marketers-can-use-snapchat-in-2017-infographic?adref=nlt012717
- Forer, L. (2017c). Millennials‘ Media Consumption Habits: TV, Music, Social Media, and Ads [Infographic]. Retrieved from: https://www.marketingprofs.com/chirp/2017/31633/millennials-media-consumption-habits-tv-music-social-media-and-ads-infographic?adref=nlt030217
- Gingerich, M. (2016). 10 Rules for Effective Facebook Marketing. Retrieved from: https://maximizesocialbusiness.com/10-rules-effective-facebook-marketing-23955/
- Gingerich, M. (2015). Facebook Ads vs Google Ads: What Works Best? Retrieved from:
https://www.mikegingerich.com/blog/facebook-ads-vs-google-ads-what-works-best/ - Gottke, J. (2017). Instagram Emoji Study – Emojis lead to higher interactions. Retrieved from: https://www.quintly.com/blog/2017/01/instagram-emoji-study-higher-interactions/
- Griffin, J. (2017). How to Identify the Right Influencers to Market for Your Brand. Retrieved from: https://www.marketingprofs.com/articles/2017/31865/how-to-identify-the-right-influencers-to-market-for-your-brand?adref=nlt040417
- Khoja, N. (2017). 10 Visual Content Marketing Statistics to Know for 2017. Retrieved from: https://venngage.com/blog/visual-content-marketing-statistics/
- Moeller, S. (2017). The Ultimate Guide to Facebook Engagement in 2017. Retrieved from: http://buzzsumo.com/blog/ultimate-guide-facebook-engagement-2017/
- Nanji, A. (2017). How Much Instagram Influencers Charge to Post Sponsored Content. Retrieved from: https://www.marketingprofs.com/charts/2017/31765/how-much-instagram-influencers-charge-to-post-sponsored-content?adref=nlt032117
- Sprout Social (2017). The Social Generations: Millennials Ask, Gen X Buys & Baby Boomers Observe. Retrieved from: https://sproutsocial.com/insights/data/q1-2017/
- Treadaway, C., Smith, M. (2010). Facebook Marketing: An Hour a Day. Indianapolis, Indiana: Wiley Publishing, Inc.
- WebsiteBuilder.org (2017). 139 Facts about Instagram One Should Be Aware of in 2017. Retrieved from: https://websitebuilder.org/resources/139-facts-about-instagram-one-should-be-aware-of-in-2017/
- Yebra, C. (2017). Complete Guide to Using Instagram to Grow Your Business. Retrieved from: https://buzzlogix.com/blog/complete-guide-to-using-instagram-to-grow-your-business
- Zenith (2017). Internet advertising expenditure to exceed US$200bn this year. Retrieved from: https://www.zenithmedia.com/internet-advertising-expenditure-to-exceed-us200bn-this-year/
