Essay Sample on Targeting Ads on Social Media: Reaching Customers Online

Introduction

Social media targeting or advertisings refer to the advertisements directed to users on different social networks. In the modern digital world, businesses use diverse online platforms to connect with customers and other audiences in an attempt to build their brands, drive website traffic, and increase sales. Most companies exploit user information to initiate highly germane advertisements and promotions based on the level of interaction of the consumers. Usually, when the user demographic aligns with the target market within the social network, social media advertising can offer a huge increase in sales and conversations with the reduced costs of acquirements. Before the advertisement processes, most organizations often publish great contents on various social profiles, engage and listen to their followers and analyze the results. Currently, the major social media platforms include Twitter, Facebook, YouTube, LinkedIn, Instagram, and Snapchat (Tripathi, Shashank, and Archana 17). The choice of the social network for advertisement processes usually depend on the types of products that a business offers and the target audience. One of the main company that is well suited to use social media for advertisement process is Zappos, an online shoe commerce that sales different types of foot wares to the global customers. The paper discusses how social networks, Facebook, Twitter, and YouTube will suit Zappos advertisement processes.

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Facebook consists of different audiences with diverse interests; it also hosts the largest number of users compared to other social networks such as Instagram and Snapchat (Tripathi, Shashank, and Archana 18). For most businesses, Facebook is usually the most targeted platform for marketing because it can provide the exact audiences for specific products. Zappos, being a fashion retailer, targets customers of diverse ages, behaviors, locations and interests. Facebook platform provides all of these factors. Zappos brand already has almost two million likes on its Facebook page; however, the engagement is relatively low. The company's management should, therefore, invest a lot of resources towards showcasing their products on the Facebook social network. In the modern technological environment, close to 80% of all internet users are on Facebook (Zarkic-Joksimovic, Nevenka, and Sanja 619). On the other hand, 65% of adults over the age of 60 use Facebook for interaction (Zarkic-Joksimovic, Nevenka, and Sanja 619). The platform has billions of users who access their pages numerous times in a single day (Zarkic-Joksimovic, Nevenka, and Sanja 619). Notwithstanding the number of customers that Zappos Company has, the majority are using Facebook for varied reasons, a scenario that makes it an ideal advertising and promotional platform for the business' retail products.

Apart from Facebook, Zappos has an active and a healthy Twitter following. To enhance the marketing processes, the company should engage with these followers with a great deal of helpfulness and verve. Just like Facebook, the Twitter platform is one of the best options for the Zappos advertisement programs as it incorporates people from different geographical locations and with varied demands. In other words, it facilitates the customer's diversifications and easy inquiry processes. Zappos Company should, therefore, consider investing more on Twitter advertisement programs to increase sales and revenues through establishing and maintaining global customers.

Finally, YouTube may become a useful advertising platform for the Zappos because it provides a display site consisting of a varied number of users. The site also provides the options for classifying customers based on age, interest and behaviors. Zappos marketing management can, therefore, customize on showcasing different fashion products based on the age, interest and behaviors. Besides, YouTube provides the cheapest platform for advertisement and therefore, it may become an ideal site for companies like Zappos that want to cut cost and increase profits. In economic terms, it does not make sense to spend more revenues in television commercials, radio advertisement and billboards to reach the same audiences when the use of YouTube can be customized.

Search Engine Optimization, contextual advertising, and behavioral targeting are some of the essential tools when it comes to social media advertising. Specifically, behavioral targeting is the most important approach in pursuing potential customers for various products. In the above case, the method is critical for Zappos in categorizing products in line with the customer's tastes and preferences. Search Engine Optimization is important in locating and exploring social media platforms that are best in conducting advertisement and promotional activities. Contextual advertising aids in the creation of awareness and showcasing of various products which are relevant to the target audiences or customers. While undertaking the research Search Engine Optimization, contextual advertising, and behavioral targeting will become indispensable when it comes to the search for relevant information that ought to be included in the whole process of the study.

Conclusion

In conclusion, social media is an efficient marketing strategy since it is less costly, has a wider coverage and cuts across virtually all market segments including the youth, adults and the old. No wonder, social media marketing has been adopted into the strategic marketing approaches by small, medium and large enterprises due to its recognition as a transformative reality in the current age of e-commerce. Zappos Company should Target Facebook, Twitter, and YouTube for the advertisement to attract more customers and increase sales and revenues.

Works Cited

Tripathi, Shashank, and Archana Rai. Consumer Behavior on Social Media Marketing. Walnut Publication, 2019.

Zarkic-Joksimovic, Nevenka, and Sanja Marinkovic, eds. Symposium proceedings-XVI International symposium Symorg 2018:"Doing Business in the Digital Age: Challenges, Approaches and Solutions". University of Belgrade, Faculty of Organizational Sciences, 2018.