May 11th, 2012
For Mother’s Day, Social Media Allows a More Personalized Ad Pitch
By Stuart Elliott
The New York Times
Mothers have long taught their children to be sociable. For marketers seeking to cash in on Mother’s Day 2012, the focus is on social, as in social media.
The ability of social media sites like Facebook, Pinterest, Twitter and YouTube to promote ads with emotional elements tailored to consumers is generating increasing interest on Madison Avenue. That is particularly true at holidays, when marketers are seeking to freshen tried-and-true pitches — like, say, ads about buying flowers for your mother on Mother’s Day.
For instance, 1-800-Flowers is teaming up for the first time with Facebook for ads known as sponsored page posts, a kind of sponsored story, in Facebook parlance.