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SOCIAL MEDIA AND MARKETING
Through this presentation we will examine the
relationship between technology, marketing,
and how society has been converted into tools
for advertising and marketing.
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.
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.
How Facebook classifies you to
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
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.
HowTwitter classifies it’s users.
While twitter is one of the leaders in social media
activity, it doesn’t compare to Facebook in ad
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.
HowTwitter classifies it’s users
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
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.
Approximately 90% of Google’s revenue is generated by
Directly associated with searches conducted with the
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
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
This is an example of a
this is based on keyword
matching, a sample of a
keyword list to be built into
this campaign could be:
Gen Ed Georgian
Impacts of Technology
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.
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
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
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