The advertising industry has undergone major changes around the world with the rise of new digital platforms for exchanges and discussions. These new tools called social networks have given a new configuration to advertising with a range of opportunities offered to companies, individuals, in one word to all users.
For several years, corporate advertising was mainly realized through, among other things, traditional tools such as mass media (radio, television), newspapers and billboards. But a new wind has blown over the global advertising industry with the strong progress of innovative and revolutionary instruments. Today, we are witnessing a reconfiguration of the advertising market due to the use of social networks such as Facebook, Twitter, LinkedIn, Instagram, whatsapp… These tools have revolutionized advertising with a range of opportunities. Many companies have deployed their advertising campaigns on social networks with the aim of reaching the widest possible audience.
Considering important the advantages offered by these digital media, companies, individuals and other users are now relying on social networks. They even better integrate them into their marketing and sales strategies because they have become unavoidable. Whether on Facebook, Twitter, LinkedIn, Instagram, whatsapp, these platforms are invaded daily by advertising offers in various fields. Certain corporate also use them to boost their reputation in their communities. Digital advertising campaigns on social networks have become, in such a short time, a real springboard for companies, banks, insurance companies, startups to better promote their products or services to the digital community.
These innovative tools have the ability to generate traffic on company websites. This allows them to attract visitors, so they will have the opportunity to expand their tentacles and gain further market share. In a book entitled “Les mutations de l’industrie de la publicité”, Pierre Couveinhes argues that from being a passive publisher (Personne adore les adités), he has become a real actor through the judgments he makes on products and services on social networks, through his “likes”, his “j’aime”, which allow him to express his satisfaction with a simple click. Advertisers can and should now take better account of these consumer opinions, in particular by engaging in a dialogue with consumers on social networks.
In a context of strong digital evolution, companies are forced to fight to gain visibility on the web. For better communication with their customers, they must also manage their brand, image in their advertisement on social networks. It is the same for video marketing, which also offers numerous opportunities for innovation in the content of marketing strategies. Video clips are imposed as a key communication tool.