This 3-day interactive workshop provides participants with a comprehensive, practical understanding of advertising and marketing in social media. This course equips participants with the knowledge and ability to deliver strong messages across different social media channels.
The practice of blending advertisements with news, entertainment, and other content in digital media, referred to as “native advertising” or “sponsored content”. Advertising and marketing professionals find themselves in a tight spot balancing the demand for sophisticated social media services and maintaining high quality standards. The workshop explores mechanisms by which consumers can identify advertisements as advertising wherever they appear. The participants are invited to offer original insights, recommendations for topics of discussion, and requests to participate as panelists. The workshop also invites the submission of case studies and mock-ups that can be used for illustration and discussion.Topics
What is the origin and purpose of the wall between regular content and advertising, and what challenges do publishers face in maintaining that wall in digital media, including in the mobile environment? In what ways are paid messages integrated into, or presented as, regular content and in what contexts does this integration occur? How does it differ when paid messages are displayed within mobile apps and on smart phones and other mobile devices?
What business models support and facilitate the monetization and display of native or integrated advertisements? What entities control how these advertisements are presented to consumers?
Did rules change for current marketing techniques, such as blogging and word-of-mouth advertising? Are these new techniques subject to the same truthful advertising laws that other forms of advertising always have been? Should the marketers who are compensated to promote or review a product disclose it?
How can ads effectively be differentiated from regular content, such as through the use of labels and visual cues? How can methods used to differentiate content as advertising be retained when paid messages are aggregated (for example, in search results) or re-transmitted through social media?
What does research show about how consumers notice and understand paid messages that are integrated into, or presented as, news, entertainment, or regular content? What does research show about whether the ways that consumers seek out, receive, and view content online influences their capacity to notice and understand these messages as paid content?
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