<p>Grande Guide to
What Is a Grande Guide?
You know what the typical day is like for marketers.
Between brainstorming and strategy sessions, last-
minute requests and impromptu meetings, and trips
to meet customers, you can barely find time to breathe
â€”never mind keep up with the latest marketing trends.
Thatâ€™s why Oracle Eloqua developed the Grande Guide
series. The Grande Guides were developed to give you
the opportunity to become proficient in a key marketing
topicâ€”in this case, social advertisingâ€”with a minimal
investment in time.
This Grande Guide is about advertising in the social
media sphereâ€”what it means, why itâ€™s worth it,
and how best to approach it.
Are Social Advertisements
Worth My Time and Effort?
Targeted social advertisements, coupled with research
and measurement, are absolutely worth your time
and effort. Global social network advertising revenues
are projected to double 2012 figures by 2014â€”
climbing from $7 to 14 billion. Moreover, 70 percent
of advertisers are currently devoting at least a small
portion of their budget to social networks now. With the
increased adoption of publishing and sharing tools like
Tumblr, Twitter, and Facebook, itâ€™s now even easier for
people to create content around your brand. Social ads,
if remarkable, help trigger this online word of mouth.
When researching a purchase, people give a
disproportionate weight to peer recommendations
(even if the peer is a stranger who posted an Amazon
review). According to Socialnomics by Eric Qualmann,
a whopping 78 percent of consumers trust peer
recommendations more than traditional advertisements.
Though not an automatic sign from an audience that
they want to receive marketing messages, a study
by Espresso revealed a sizable 76 percent of all people
who follow or Like a brand on social channels welcome
some (channel-appropriate) form of advertising.
A marketerâ€™s job today requires choosing ad pla