One of
the hardest things about planning advertising is how to make sure your message
is in front of the right people at the right time and at the right amount of
frequency. Otherwise, you may miss your target audience completely or worse,
annoy them. Focusing on social media, how are advertisers supposed to reach an
audience without being deceptive which can lead to negative brand views?
A recent
study conducted by MediaBrix found that US internet users think some online content
marketing misleading and in turn, off-putting. eMarketer reports that about 86%
of those polled believed online videos to be content but were actually sponsored
ads. It was reported that 85% of those misled by the sponsored ads either
thought of the brand negatively or it had no change of opinion.
Looking
at Facebook (57%) and Twitter (45%), users felt that sponsored stories and
promoted Tweets were misrepresented to be content.
In
general, people do not like to feel as though they have been duped. Therefore,
it’s critical for advertisers to really evaluate the best way to present
messaging in an honest way that will bolster brand loyalty. Social media is
definitely a large part to marketing now; advertisers must be mindful of how it’s
utilized.
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