With the growing reliance on technology and social media, in order to reach consumer companies have changed their marketing techniques. What once was a simple billboard on the side of a highway has now transformed into ads on the side of Facebook. Social media sites are not only used to share personal content, but now to share new products. During the interview process one of the main questions I have asked employers is with the changing technological world what has been the biggest struggles and how have you worked to combat this problem? Some of the answer include keeping up with the ever-changing technology and being able to reach consumers. One of the biggest way’s this has been tackled in creating social media accounts and advertisements meant to be viewed on these accounts, even on mobile devices.
Facebook has drastically changed over the years, especially in regards to advertisements. At one point Facebook only showed advertisements on the side of the page, but this created a problem for people viewing the site on mobile devices. They quickly adapted their layout and now show “suggested ads” in the middle of the timeline. Recently, I discovered Facebooks newest change of ads during the videos. Facebook has become a platform in which sharing videos has become a new phenomenon and recently, during these videos is an advertisements. This infografic shows the evolution of marketing within Facebook.
Nike is an amazing company in which they use social media sites in order to share their products. Nike uses each social media site in a different way in order to reach the most consumers. On Facebook, Nike has a separate page for each of it’s product categories and most of the sports pages are updated daily with videos and pictures.
One of my favorite Nike commercials, I discovered because someone shared it on Facebook. With the decline in normal television and the movement toward streaming services, I do not see typical video ads while watching television. The sharing of videos such as this on Facebook allows me to get access to more content.
Similar to Facebook, Nike has separate accounts for each sub-brand on Twitter. “For each of the feeds the focus is very much on responding to @mentions rather than pushing out marketing messages, and the rate at which some of the more popular accounts respond to users is quite astounding. For example, the Nike.com feed (766,000 followers) responds to more than 100 tweets per day regarding order queries, stock information and product details.”
One of the biggest advantages for Nike on Twitter is their customer service. The ability to answer customers quickly and efficiently, not only helps multiple users at once, but also gives their brand an advantage.
With the use of slogans, hashtags, and videos, Nike has outdone itself with their marketing strategies. In “How Nike uses Facebook, Twitter, Pinterest and Google+,” it is explained “According to Socialbakers’ CheerMeter there were more than 16,000 tweets associating Nike with the word Olympic between 27 July and 2 August compared to 9,295 for Adidas.Furthermore. Nike attracted 166,718 new Facebook fans during the Games versus 80,761 for Adidas.Data from Experian Hitwise shows that Nike achieved a 6% growth in its number of Facebook fans and a 77% boost in engagement on its Facebook page compared to 2% and 59% respectively for Adidas.”
This shows the success of Nike that is only continuing to grow.