Since the beginning, social media has had an undeniable impact with all users. Although originally created as a method for people to either connect or reconnect with each other. We can’t think of social media anymore as just a way we stay connected with friends. Today, social media has grown to become an important marketing channels for brands.

In the past, marketing and advertising focused on the four P’s: Product, Price, Place, and Promotion.  But many professionals believe the introduction as caused marketers to focus more on the 5th p- People. With social media platforms having so much data advertisers can invest in highly-targeted, cost-effective advertising.

Social media platforms invite its users to be as personal and open as possible. For example, if a user is to get into a relationship, they may change their status on Facebook. Social media could also indicate the users buying habits and behaviours. There’s virtually no limitation to what Facebook knows about a person. For advertisers, this is a dream.

At the same time, social media has helped advertising become subtler and arguably less annoying for users. Most organisations strive to create a more personalise social interaction with their consumers. This approach has the potential to create a less abrupt and aggressive communication method. The focus is on creating brand awareness rather than directly selling the service or product there and then.

There is no doubt that social media has changed the way we interact with the media. Due to the growth and popularity of social media, the once one-way communication method of advertising has suddenly switched to a more open and responsive two-way conversation between the consumer and brand themselves.

With social media, being an open platform for opinion and critiques. Users can become journalists, offering a balanced argument from people of walks of life. Many brands take to the likes of Twitter and Facebook and twitter to gauge an understanding of the public opinion of a campaign or product.

Recent sponsors of I’m A Celebrity, Tombola bingo, are one of the many companies who have maximised advertorial success through social media. Recognizing the array of positive tweets surrounding their campaign and the animated bugs featured, tombola engaged with audiences and even began commenting on a possible love story between Flutter and Cat.

The use of social media appeared to be a winning formula for the brand, as the hashtag #tombolabugs was one of the most popular hashtags of the very popular and dramatic season.

The big question is can brands replicate the success that this campaign achieved? With so many with ads always trying to get us to interact or get something to go viral, it can be hard to stand out in a saturated market. It will take a combination of the right product, the right timing, and an idea which the audience can believe in.

How has your company adapted to the digital age of advertising?