Social advertising challenges a brand to think differently about both social engagement and advertising. It requires marketers to appeal to the prospect in new ways. Of course, the primary objective of most social advertisements is to trigger an action-- a purchase, a download, a "Like", Share, or a +1. But the secondary objective, of permeating the viewer's social network via friend-to-friend recommendations, is just as important. Brands whose ads are socially vetted enjoy an overall lift in engagement and sentiment.
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