It’s the end of the month. Pay day. And this month you got a promotion. So, what do you do with your paycheck. Of course, you are going to put most of it in savings, but you also deserve a treat. And there are a new make-up pallet that you have had your eye on for a while ever since that Instagram influencer posted a picture of them with it on their page. So, what do you do? You put on your most comfortable pair of sweatpants, curl into bed, and you buy that pallet. And your new make-up will arrive at your doorstep in the nest 3 to 4 business days. New eye-shadow no sweat needed. With the advent of the internet, computers, and mobile devices a new way to market emerged. Gone are the days where your best option was physical word of mouth. Suddenly retailers could reach millions of potential customers with a click of a button. E-shops such as Amazon, iTunes, eBay, etc. are multi-billion-dollar enterprises. And this has completely changed the way people do marketing.
In 1915 an ad was placed in a newspaper advertising the “Lash-Brow-Ine”, a product that promised to give its users lushes lashes and beautifully defined eyebrows. The “Lash-Brow-Ine” would come to be known as Mascara, and the company that advertised it would grow to become Maybelline, one of the largest makeup brands in the world. For over 100 years, Maybelline has successfully advertised its products to young women using traditional marketing tactics. They advertised in newspapers, on billboards, on the radio, and in television commercials. It was the hope that potential customers would read, hear, or see them, buy their products, and tell their friends about it. But with the advent of the internet, the channels available to market products has expanded exponentially and has allowed for much more successful marketing campaigns. Maybeline, and other make-up brands now utilizes the influence of “make-up gurus”, online influencers who specialize it make-up artistry, to curry interest in their product. Make-up gurus provide a better avenue for advertisement than commercials and magazine ads because a make-up guru can demonstrate how the product works in a video to their fans, who have developed a trust in their insight overtime because they are in constant connection with the influence. Make-up gurus can engage their audience much more intimately than a commercial because the nature of social media allows users to connect to their favorite influencers easily.
Social media allows advertisers to become more familiar with their potential customers because social media users post the things they like on their page. Companies can create more targeted and affective advertising utilizing the data they acquire about people through social media. This means a higher likelihood that those who are being advertised to will purchase the products, increasing a company’s overall sales.