Google doesn't have to be your best friend
You know those frequent foodie shots that keep appearing on your Instagram feed? The ones where the food is perfectly laid out and the food just looks so scrumptious that you have to go there and see it for yourself? Well, I have a million of them that stand out to me and I quickly like it before scrolling on to the next post. That's the great thing about Instagram, it's perfect for promoting your creative skills, especially in advertising.
And what stood out to me, that made me automatically like it without realising the brand name, a meal from Hungry Jacks. I don't actually follow them, it was a sponsored ad that undoubtedly appears on feeds. I then had to double take because I realised what brand it was.
My first thought was, Hungry Jacks is far from looking like a meal fit for a king. But then I started analysing their social media strategy. The way the company has followed online social trends and researching their audiences so they know how to appeal to personal characteristics.
Advertising companies, and even PR practitioners think that searching on Google is the only way to source for information when really there are so many more beneficial platforms now, that can be used appropriately.
We all love Google. I understand you. It's perfect for punching in those 'key words' and searching for independent information on Wikipedia. Google can be such a great tool if used the right way. To those who own a Google Adword account, there is a feature, called Google Keyword Planner, that allows an individual to adjust the search engine, to specify and enhance search results across Google search. This can be a great tool for advertisers, who for example, want to look for the latest news articles in Australia.
Double Click would be the next best thing for advertisers who want to promote their product more, as the company assists with ad services. However, this is only the starting point.
The next best way to really research and monitor audiences online, is through the library guides. And if you don't have access to one, there is always Google Scholar. They're highly valuable, as its filled with academic discussions from experts who have researched particular issues. And because of this new age, the library has become a whole new world virtually. You can find multimedia current affairs, newspapers as well as journals. Not only is professional research a good source to help analyse society. But its one of the best ways in which to read society's general characteristics, faster and personally.
We are connected now more than ever. We are constantly sharing, liking, commenting and watching. And its all thanks to social media. Marie Swift (2014) includes a quote in her news source article, that 'advisors look for support from individuals that understand their business'. This doesn't necessarily mean employees, this can relate to audiences who are using their product. Therefore, companies and practitioners need to be able to research their customers, read them and then employ that information into the advertising product. The best way to find these is on media platforms like Facebook, Twitter and Instagram. Though to discover what viewers demand, a great place to gain consumer sentiment is from Amazon Best Sellers.
So how do I improve my online research you say?
Use Google as a starting base.
Follow up on academic discussions to support your research.
Analyse various social media platforms to have a personal interaction with audiences.
And together, you'll be able to create the perfect advertisement to promote a product Everyone will love. Hungry Jacks did it, so can you.
References:
Swift, M 2014, 'Guarding Your Brand on the Internet', Vol. 22, Issue 42, p. 1-6, retrieved 22 July 2016, <http://eds.a.ebscohost.com.ezproxy-f.deakin.edu.au/eds/detail/detail?vid=14&sid=73d4450e-c9bd-4b80-a88c-9a01aba5e7bc%40sessionmgr4010&hid=4208&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#db=heh&AN=99496821>.