I’m sure most of you agree with me on this: social media today is overflowing with advertising. Sometimes I think my Facebook –page includes more ads than posts. Popularity of social media is growing all the time and therefore marketers also use it a lot to promote brands. Advertising campaigns often consist of some kind of a quiz and a part which allows users to share the campaign or the quiz results with their friends and for example put their scores on their profile page.
These advertising campaigns create brand engagement, but an important benefit of social network campaigns is also that advertisers are able to gather consumers’ personal information, which can be used to target and personify future marketing communications. Users are often asked to reveal identification information and the interactive advertising elements in such campaigns also collect this information. This means that the brand can gather personal and lifestyle information about its target audience. In this way, social media campaigns provide marketers a tool for dealing with consumers’ growing concerns about the online collection of personal information.
But what surprises me is the study of enhancing the effects of social network site marketing campaigns. It examines the consequences of consumers’ self-disclosing of identification information in advertising campaigns on social network sites, for brand, product and campaign responses. The study finds that self-diclosing vs not disclosing identification information in social network campaign engenders positive effects to the brand, such as liking to the campaign. Also consumers’ buying intensions increased after disclosing identification information in an online marketing campaign.
I find these results very interesting because of the increasing concerns of consumer’s privacy information and the amount of the personal data collected online. I personally don’t want to put information about myself for others to see. But on the other hand, I have given my email address and phone number several times for many brands because I have gotten for example a free gift or a discount. So basically, by disclosing my personal information, my purchase intention and attitude towards the brand increases.
It’s funny that although people are worried about their privacy, they are willing to put detailed information on their profiles. According to the study, one of the most important reasons for people to disclose information on online social media is self-presentation or impression management. Basically this means that consumers are willing to disclose their personal information if they perceive benefits such as price discounts or entertainment. People often want to show their quiz results to their friends and show at least some of their information to others if they can win something. Or what do you think? Do you give your personal information easily to advertisers if you can for example get a discount for a product?
All in all I think it’s great that social media offers marketers the opportunity to use interactive elements in online advertising to get the consumers disclose their identification information. This way they can expand the information about their customers and strengthen consumer-brand relationship. So if you want consumers to like your brand, ask them about themselves.
Enhancing the effects of social network site marketing campaigns. International Journal of Advertising, 33(2), pp. 235—252 © 2014 Advertising Association Published hy Ware, http://www.warc.com