Value Propositions for Companies in Their Payment Ads in Networks: How to Generate Value and Return

Value Propositions for Companies in Their Payment Ads in Networks: How to Generate Value and Return

Rafa Marín Pastrana
ISBN13: 9781799811695|ISBN10: 1799811697|EISBN13: 9781799811718
DOI: 10.4018/978-1-7998-1169-5.ch011
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MLA

Pastrana, Rafa Marín. "Value Propositions for Companies in Their Payment Ads in Networks: How to Generate Value and Return." Analyzing the Relationship Between Innovation, Value Creation, and Entrepreneurship, edited by Miguel-Ángel Galindo-Martín, et al., IGI Global, 2020, pp. 232-246. https://doi.org/10.4018/978-1-7998-1169-5.ch011

APA

Pastrana, R. M. (2020). Value Propositions for Companies in Their Payment Ads in Networks: How to Generate Value and Return. In M. Galindo-Martín, M. Mendez-Picazo, & M. Castaño-Martínez (Eds.), Analyzing the Relationship Between Innovation, Value Creation, and Entrepreneurship (pp. 232-246). IGI Global. https://doi.org/10.4018/978-1-7998-1169-5.ch011

Chicago

Pastrana, Rafa Marín. "Value Propositions for Companies in Their Payment Ads in Networks: How to Generate Value and Return." In Analyzing the Relationship Between Innovation, Value Creation, and Entrepreneurship, edited by Miguel-Ángel Galindo-Martín, Maria-Teresa Mendez-Picazo, and María-Soledad Castaño-Martínez, 232-246. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-1169-5.ch011

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Abstract

The maturity of social networks as part of the daily life of consumers has caused both large companies and all enterprises to try to take advantage of the potential they have to reach their audiences and clienteles with relatively low advertising budgets. However, many of them still do not assimilate the functioning of these new media and use them as a simple promotional tool. The reduction of the organic scope, the stagnation of Facebook, the crisis of credibility, and the evolution of the networks themselves towards smaller communities, as happened at the beginning, complete a panorama that hinders the objective of maximizing profits and ensuring a ROI in line . How should this challenge be faced when the internet is displacing television as the main advertising investment support worldwide? Personalization and content marketing, customer service, and preference for quality and engagement are the main answers.

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