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2022 | OriginalPaper | Chapter

4. Online Advertising and Viral Campaigns

Author : Amy Van Looy

Published in: Social Media Management

Publisher: Springer International Publishing

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Abstract

This chapter focuses on two possible social media initiatives to execute a social media strategy, namely, online advertising and viral marketing campaigns. The chapter does not intend to elaborate on the general marketing-related aspects of ads and campaigns, but clarifies the elements typical to an online context. Regarding online ads, the chapter particularly explains the different pricing models and the bidding process. Besides tips and trips for starting and monitoring online ads, the reader learns about legislation related to online privacy and cookies for enabling personalized or targeted ads. The problem with online advertising is, however, that an abundance of ads can lead to people who try to avoid ads or who become blind for ads. Therefore, the chapter explains some alternatives as well as how viral campaigns can be a solution to ad avoidance or ad blindness by relying on mouth-to-mouth communication. Also, the rising importance of influencers is discussed. Finally, tips and tricks are given for viral marketing campaigns.

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Metadata
Title
Online Advertising and Viral Campaigns
Author
Amy Van Looy
Copyright Year
2022
Book
Social Media Management

Print ISBN: 978-3-030-99093-0

Electronic ISBN: 978-3-030-99094-7

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-99094-7_4