7. DISEÑO METODOLÓGICO DEL PROYECTO EDUCATIVO
7.2. PLANTEAMIENTO DEL PROYECTO EDUCATIVO:
7.2.3. Fase 3: Operacional
Dr. E.Indira* *Assistant Professor,
Department of Visual Communication, Faculty of Community Education, Avinashilingam Institute for Home Science and
Higher Education for Women, Coimbatore, INDIA.
_____________________________________________________________________________ ABSTRACT
The first major breakthrough in the presentation of advertising messages was the printing technology which facilitated mass reproduction of graphic images followed by introduction of computers for designing advertising content.The number of people who regularly use various social media channels has grown dramatically and more people are getting highly involved with social media to grow their businesses and to build relationships with other people all of the time. Face book enables extensive targeting options like the custom audience and look like audience for their advertising. Whilst in Pinterest, targeting is more on the interests expressed through keywords by the users. The presence of digital technology has changed the ways we handle the information and graphic design. The intrinsic quality of flexibility in the social media, urges for dynamism in design and as well as content creation. The most important consideration whilst creating social media advertisements is that, it should be designed with mobile phone users in mind.With the digital revolution turning more mobile phone oriented especially the social media; the content for such social media should be specifically designed for small screens. Ever since the evolution of man as a social animal, graphical descriptions have been the way for him to analyze the world and make inferences. It becomes important to understand that such designs have served both decorative and communicative purposes.
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INTRODUCTION
We can’t not communicate. Just as communication is inevitable, design cannot be eliminated. We continuously interact with the visual input around us and start making interpretations based on our past experiences, social and cultural background. Ever since the evolution of man as a social animal, graphical descriptions have been the way for him to analyze the world and make inferences. It becomes important to understand that such designs have served both decorative and communicative purposes. At its best, design becomes inseparable from communication. Form becomes content, and as Marshall Mc. Luhan says Medium becomes the message.
Industrialized production witnessed abundance in the availability of products which initiated the need for advertising. From the early ages of advertising where it was purely informational, several transformations has happened like considering it as promotional and now in the digital era being more interactive. The first major breakthrough in the presentation of advertising messages was the printing technology which facilitated mass reproduction of graphic images followed by introduction of computers for designing advertising content. At present, the World Wide Web has enormously changed the way we deal with information and the way advertising presents the information.
With the manifold changes in science and technology, our lives are surrounded by a plethora of digital platforms. From business to personal, advertising to banking, teaching to learning, the presence of the World Wide Web for information and communication is found to be more revolutionary. The new media society has an intense use of the social media networks available for communication and information purposes. This necessitates for a fresh outlook and newer perspectives in the use of such social media networks and thus we see the presence of social media advertising.
SOCIAL MEDIA ADVERTISING – AN INTRODUCTION
Social media advertising has become a popular and booming industry as most of the masses belonging to all age groups are on social media. The number of people who regularly use various social media channels has grown dramatically and more people are getting highly involved with social media to grow their businesses and to build relationships with other people all of the time. It is one of the easiest, least expensive, and most effective ways to gain exposure and to strengthen your business‘s reputation. This has opened doors to not only the business segment, but there are several avenues to be capitalized by the creators of advertisements too.
SOCIAL MEDIA ADVERTISING – A BUSINESS PERSPECTIVE
Digital advertising is a key part of most of the advertising campaigns now. In 2013, internet overtook newspaper advertising and now it is history repeats, social media advertising will overtake television advertising by 2020.
Until now, the social media is looked at just a medium for personal communication. However, businessmen have started using this highly personal medium to their advantage and advertisements are now floating in the social media such as Face book, Twitter, Instagram, etc. The main advantage of social media advertising is the accuracy in which it can reach its target, as data including their age, interests, and consumption patterns is easily and instantly available. Advertisements are created with variations on a single theme, so that it will match the kind of consumers they have predicted to respond to it.
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The most common social media platforms which are used for advertising are Facebook, Twitter, Instagram, LinkedIn, Pinterest, and Snapchat. For many advertisers Facebook offers the best return on investment (ROI), followed by Twitter and Instagram.
The social media platforms offers varieties of advertising forms which can be used based on the needs and objectives of the advertising campaign. Facebook offers advertisements like photo advertisements, video advertisement, carousel advertisements, slide shows, canvas advertisements etc. Twitter offers promoted accounts, promoted trends and promoted tweets. Instagram, owned by Face book offers advertisement options similar to that of Face book itself. Advertisements in Pinterest are called as Promoted pins but distinguished by whether they run an awareness campaign, engagement campaign or a traffic campaign. LinkedIn, a platform more for professional associations offers display ads like Rectangle advertisement, Skyscraper and Leader board.
Social media advertising also has enriched and effective targeting capabilities. The target audience in social media is highly relevant and active users. The face book has an average of 1.55 billion active users, Twitter with 320 million active daily users and LinkedIn influences professionals and industry leaders. Face book enables extensive targeting options like the custom audience and look like audience for their advertising. Whilst in Pinterest, targeting is more on the interests expressed through keywords by the users.
In traditional media advertising, repetition of advertisements influences the recall ability of the audience. Whilst in social media advertising, repetition indicates boredom and hence the advertiser needs to rotate the ads frequently. Once the audience view the advertisements in social media, their feedback is instant which allows for effectiveness of a sponsored post in minutes. The content of advertisements hence should be kept minimal and all should aim at calling for action.
In addition, the space for advertisements in all social media platforms is restricted and is measured by pixels. In this limited space, the headlines, content, graphics should be incorporated in a way that is attractive, engaging, interactive and more keenly should be calling for action. For call to action, there is a need for a simple and easy to remember the Uniform Resource Locator (URL) of the advertiser‘s webpage. In twitter advertisements, the use of hash tags will make it more interactive and hence the URL should be optimized.
The cost of posting advertisements in such social media is measured through Cost Per Click (CPC), Cost Per Engagement or Cost Per Impressions (CPI). The advertiser needs to be vigilant in identifying the best payment options, as the way the audience engages in each of these social media is unique and distinct.
SOCIAL MEDIA ADVERTISING – A DESIGN PERSPECTIVE
The evolution of social media reflects the evolution of the design industry and those who embrace it will find themselves with more opportunities – the same way we moved from paste up artwork to digital print production. The presence of digital technology has changed the ways we handle the information and graphic design. The intrinsic quality of flexibility in the social media, urges for dynamism in design and as well as content creation.
Using creative graphics will effectively grab the attention of social media users, the prime objective of any advertisement. The graphics should be simple, bold and bright graphics to convey and nail down the concept. Along with these graphics a value proposition or single call
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to action will enable the social media users to know what the advertisement holds in store for the users and also what has to be done(action) .
The Facebook‘s 20% text rule promotes only limited usage of text on the graphics which warrants inclusion of short and powerful copy. To surpass the constraints by such restrictions, the used of logos and icons can facilitate direct and powerful communication of messages. In addition, such logos should be placed in the minimal size so that it does refract the attention from the image. When photographs are used in the ads, image enhancement has to be done to make the picture look more clear, attractive and powerful. Enhance the human element of the design by adding people in the image. The users relate to the image of the people and establish connections with the advertisements.
The most important consideration whilst creating social media advertisements is that, it should be designed with mobile phone users in mind. With the digital revolution turning more mobile phone oriented especially the social media; the content for such social media should be specifically designed for small screens. This mobile revolution provides the advertisers with multitude options like geofencing, where the advertisements can be prompted when the mobile users enter a specific geography or a specific zip code.
The power of social media lies in its strength of building relationships. The more effectively the relationship is built, the more strongly the trust and credibility is established. As advertising enrolls into the inevitable revolution of internet and social media, it has to focus on building such relationships rather than mere selling. The trust and credibility is gained through effective discussions on personal problem solving issues. The process of social media advertising is lengthy where the effect is more subtle, but a long standing one.
REFERENCES:
1. Cohn, M., The Impact of Social Media on Advertising, https://www.compukol.com/the- impact-of-social-media-on-advertising/
2. Mahista, s.,(2015) 10 design Tips for Creating Great Visual Posts on Social Media, Facebook for Business, Social Media Strategy, http://www.pagemodo.com/blog/social-media-post- design-tips/
3. Allan, J., How to design Facebook Ads That Get Results, https://www.canva.com/learn/how-to-design-facebook-ads/
4. Newberry, C., Social Media Advertising: The Complete Guide, https://blog.hootsuite.com/social-media-advertising/
5. Blake, R., (2016), 6 Creative Social Media Strategies for Designers, http://www.howdesign.com/design-business/self-promotion/
6. Lopez, M., (2015), The Ultimate Guide to Social Media Ad Design, Graphic Design, Marketing, Social Media, https://www.disruptiveadvertising.com/marketing/the-ultimate- guide-to-social-media-ad-design/
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