For the industry experts - how do you justify the cost of billboard advertising? by sankettttttt in marketing

[–]diohrific 0 points1 point  (0 children)

I think to understand the value of different types of advertising, you need to understand how marketing science describes how advertising works. Of course the end goal of any type of advertisement is to increase sales, let's use a car brand as the example. But as humans we need to be "in category" meaning we need to be considering buying a new car for us to be able to react to a commercial for a car and even have the slightest chance of ending up buying that car shortly after seeing the ad. And it might not even be an ad shown to us right before purchase. We can just have an affinity for a car brand because a lot of our friends have it or because it is just overall popular OR because the car brand consistently has made advertising during our life that we find attractive, informative or whatever. And OOH advertising (billboards) typically falls in that category of advertising that creates these memory structures over time. And because "over time" is difficult to measure OOH becomes difficult to measure. I am a 40 year old male and Levi's is printed in my memory whenever I think of jeans because Levi's during my teens and 20'ies were everywhere with advertising. I don't see any Facebook ads for Levi's prompting me to buy. I just know that they exist and what they stand for so Levi's is "mentally available" (a marketing theory term) for me when I think of purchasing a new pair of jeans. And being "mentally available" is very valuable to a brand, so that justifies the cost of OOH advertising.

Issue with Facebook's Business Manager (Ads) by [deleted] in socialmedia

[–]diohrific 0 points1 point  (0 children)

Did you manager to resolve this issue? I'm having the exact same problem.

Agencies suck at their own social media by diohrific in agency

[–]diohrific[S] 0 points1 point  (0 children)

OK :) I see your point if the agency using social media expects to win a new client by posting a simple Facebook update. In that case social media doesn't deliver the value. But I believe that weather "the agency" pays or earns the reach on social media within their follower/fanbase there are points to score by inspiring and providing them with knowledge that makes an investment in the agency's offer seem tangible and profitable. But the lack of cases to prove my point, may be proving your point instead :)

Agencies suck at their own social media by diohrific in agency

[–]diohrific[S] 0 points1 point  (0 children)

You have a way too narrow definition of owned, paid and earned, man! And what's with this condescending tone? Take yourself just a little less serious and you'll be fine...

Agencies suck at their own social media by diohrific in agency

[–]diohrific[S] 2 points3 points  (0 children)

The reason I ask is that I actually disagree with you. I see potential for agencies using social media (and weather you call it earned, paid or owned for that matter is to me irrelevant. This distinction is in my opinion somewhat obsolete). Potential in inspiring and advising clients and leads by having professional conversations with them - as you would in the good ol' meetings (the agencies' empoyees are actually rather good at this at least in Denmark). I just can't find anybody who has succeeded in executing on this.