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Social Media serves as Personal BrandingArchive for Facebook
Online Marketing is Watching You
As we discussed in class, many social networks have begun to target our personal interests, what we are wearing, and even what our friends do that, may in turn, interest us. E-Marketer published an article on Thursday that examines this very phenomenon
According to the article, as members of Generation Y, we are more involved in social media outlets, online shopping, etc. In fact, “some 85% of Gen Y respondents said they participated in social networking, and 57% reported involvement with blogs.” Just as Camella Manges (the Director of St. Edward’s E-Marketing) discussed Thursday in class, businesses, universities, etc. need to adapt their marketing efforts to reflect this online use. Therefore, the article suggests, retailers are marketing to shoppers on their new “turf.” Of the online networks that are the most profitable, Facebook, Myspace, and Youtube reign supreme. Data from a survey done this August indicates that “of the 39.3% of retail respondents that use social networks, 32% have a page on Facebook, 27% on MySpace and 26% on YouTube.”
However, retailers are not only requenting our online hang outs; They need to understand our likes and dislikes. Well, what better source than ourselves? I bet you didn’t even know that you were providing retailers with this information, did you? In fact, you may even communicate what you like without writing what you like. It may simply be what you WEAR.
And not to worry if you simply refrain from filling out personal information on sites such as Facebook! Advertisers will still market your friends….and then come after you. According to research done by the Society for New Communications Research, 75% of consumer respondents choose the products and services that their friends chose (E-Marketer). Think about it: Have you ever seen your best friend buy a movie ticket from Alamo Drafthouse and then say, “That must be a great movie-I need to go see it!” Or at the very least…”I feel like seeing a movie too! Hmm…what should I see?” And you pull up the Drafthouse homepage.
Although this form of adverting may appear invasive, it can also be viewed as extremely convenient. For example, e-marketing using social media is not limited to Facebook examples. When was the last time you googled “cute shirt” or “new fashion styles”? Instead, you most likely saw an advertisement on a blog you read or simply went to a site that congregates several clothing stores and options together such as BlueFly or Amazon.
We are the victims of online marketing everyday. How does that make you feel?
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