When we hear the word advertisement majority of us believe that advertisement is wrong it's all evil hence we are wrong it's not totally evil. Suppose if I am looking to buy a mobile and if I came across an advertisement that instead of this mobile you can buy another mobile at the same price I think that's a great advertisement great for me great as well for the company.
But if I am receiving an advertisement that says buying this beauty cream will make you fair and beautiful within a week to ever live on the planet that's deceiving, marketing can be creative also can be deceiving.
In the early days, an advertisement was all about billboards hoarding or as a max in the Television. But things were changing over time, Google was dominating and the majority of the time people were spending on this gigantic search engine Google.
So, Google already had nailed down this advertisement not to up to a great extent as we are seeing in 2020 but up to a great extent, people were spending money on the advertisement on Google. And Google knew this i.e. advertising space in the world of the internet is going to dominate in the future so things were shifting online.
The era of Google advertisement in the early days was pretty simple we had just two types of advertisement at max the first is when you search for a product you see four or five listings of the paid result or called sponsored advertisement results. The other one was shotgun marketing where people were spending lots of money on all the blog posts that were associated with Google and were just scattering around their ads believing that one day or the other someone will see that.
1.Role of social media
It was 2003 when for the first time the social media came into the picture, but at that time nobody knew that social media will become so popular. It was becoming a trend everybody wanted to get a pie of this big social media but people were not even aware that how this can be used in marketing later on.
But surely they knew that there was an audience and we can serve them ads later on. So 2003 was a kind of a benchmark now let me remind you that 2003 was not the very first time when the social media came into the picture, it was already there but it was the very first time that the social media thing came into the picture i.e. Myspace was really the gigantic first thing which took the attention.
2.Orkut vs. Facebook
The real war of the advertisement came into existence in 2004. This was the time when two big giants i.e. giants of today not at that time came into the picture and wanted to have a battle. The first one was Orkut and the second one was Facebook. Orkut which was backed by Google was gaining a lot of popularity it was not like Facebook.
Facebook was not the ultimate winner on the very first day, they reached out to the final zone of the war but at the end of the day, we all know that Orkut was gaining popularity but somehow Facebook was like a beast that was unleashed and it took over everything. Although Orkut was having a good amount of data about the user but not as good as Facebook.
Facebook was uniquely different from Orkut because people were giving unique data sets and data points that nobody has ever seen. People were deliberately giving information like what's my interest singing or dancing where is my education where I lived where I’m going to live what are the places I like and these unique data sets made Facebook immensely powerful so powerful that not only advertisers can benefit from these unique data sets but also some of the political campaigns which actually mind wash people entirely.
Now it's not like Facebook automatically captured these data points. These were given by the public deliberately to Facebook. To modify our experience much more, find more friends that were from school or maybe from old life but these data sets are something really super powerful, and giving these data sets access to somebody else through the API was another corner case which I think nobody can foresee this future but again this was really the point where Facebook became gigantic and almost choked down the Orkut.
3.Twitter
Now let me remind you again that this was the time when everybody was going after becoming giant, the advertisement was still not in the picture yes definitely new players came into the picture like YouTube, Instagram. One thing that got everybody's attention in 2006 was Twitter. Twitter was really powerful and it became from the very start that it's a very powerful social media, small microblogging kind of a website.
But instead of grabbing the attention moreover the advertisement, it got the attention moreover of celebrities and especially trolls, the feeling of dopamine of trolling a celebrity was really great that I was able to troll that celebrity and he was nothing in front of me, the release of small dopamine for a second really got a lot of attention.
But the problem with Twitter still to the date is, it is not having that much of the data points that Facebook is holding up, everything about us from my childhood photos to my memories of what I did on that day what I wanted to do where I went on vacation everything was there and the management, the storage of these data points is remarkable it's something next to anything.
4.LinkedIn
Another giant which was able to pull down all of these data points also came into the picture. In 2008 LinkedIn came into the picture now together all of these really got the advertising market totally changed. Facebook was able to offer their advertisers all these data points so that they can precisely target their ads but LinkedIn also took it one step further LinkedIn was completely different as a social media compared to Facebook and people understood it.
Although nobody is stopping you on LinkedIn to become the CEO of any company or posting as I’m the next YouTube CEO you can 100% do it but the majority of people don't like to do it.
On Facebook people sometimes post misinformation deliberately but on LinkedIn people automatically avoid doing it because of the jobs because of moreover a kind of a formal approach over the social media and this is why till date in 2020 also LinkedIn advertisement is one of the most expensive advertisement because of the data points that LinkedIn was able to collect.
So LinkedIn has all the data points what is my current job, am I looking for a job, where I spend my time, in which companies I have worked in the past. So these data points were more accurate but not as vast as Facebook.
Remember one thing LinkedIn got the popularity, Twitter got the popularity, Facebook is already a giant.
But who is missing out in the picture.
5.Google
Yes, Google is still missing out in the picture Google the giant who is one of the topmost leaders in the industry of advertisement was lagging a little bit behind surely YouTube gave it a lot of boosts.
But it's not about just YouTube, Google also wanted to have a pie of this social media platform for the advertisers and a company at a scale of Google is missing out in advertisement it's not really good.
So Google tried a couple of times with the things like Google plus but people didn't adopt it didn't like it. They were not really familiar with Google plus, Google also even tried that I should force people to use these Google plus by having Google plus accounts and everything didn't work.
Google has finally cracked down from this social media, Google is now using its biggest weapon the search engine in moving into the space of social media and they are calling it a people's card which gave some kind of boost to Google.
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