Internet marketers can succeed on the Web by using the dominant Facebook and Twitter platforms as part of their overall strategies, a panel of experts said Wednesday.
D'Arcy spoke at the session "Social Advertising: How Paid Media Promotions Work on Facebook, Twitter and Google+" the final day of the ad:tech conference in San Francisco.
Other panel members included David Berkowitz, vice president of emerging media at digital marketing agency 360i, Reggie Bradford, founder and CEO of social media marketing company Vitrue and Kathlene Hestir, PR and social media manager for protective device-maker Case-Mate.
D'Arcy recounted her company's success with its OscarPRGirl advertising campaign on Twitter, an indication of the way the Internet has changed the promotional landscape. "There's a new purchase journey," D'Arcy said. "Messengers, advocates and co-creators are the future." D'Arcy said her company also purchased advertising on Facebook that it directed toward consumers between the ages of 18 to 24 and 35 to 45.
"Facebook is the operating system of the Internet in many respects," Bradford said.
Berkowitz said a combination of paid and earned media were the key to successful social campaigns. "The proliferation of content across social hotspots like Facebook and Twitter makes it tough for brands to stand out," he said. Berkowitz said his clients had sponsored stories on television shows and tracked their reach using hashtags on Twitter.
He said planning, execution and measurement were the "pillars" of the integrated approach to Internet marketing.
Hestir discussed Case-Mate's two-week social media campaign promoting protective cases for Apple's iPhone. The campaign garnered 10,000 comments.
This article is part of Allvoices’ series on ad:tech, the largest digital marketing and technology conferences and expositions. Check out allvoices.com/adtech for more of Allvoices’ ad:tech San Francisco event coverage. This series is supported by ad:tech.