Social media versus programmatic advertising WebQ

Social media versus programmatic advertising for Medium Scale Enterprises



Businesses of all sizes are always looking for efficient ways to market their goods and services to their intended market. Medium Scale Businesses (MSEs) must decide how to divide their advertising expenditure amongst social media and programmatic advertising in order to meet their marketing objectives. The two well-liked digital advertising tactics of social media and programmatic advertising for small business each have specific benefits and drawbacks for MSEs.

Definition of Social Media and Programmatic Advertising 

Online platforms and tools known as “social media” allow users to produce, share, and engage with content in online communities. It enables connections, synchronous or asynchronous communication, and the sharing of knowledge, concepts, and media, including text, photos, videos, and audio. Websites, apps, and other online resources or services that promote social interactions and user-generated content can be considered social media platforms. Social media platforms include, among others, Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok.

Programmatic Advertising: Using software and algorithms, programmatic advertising examples, an automated technique of purchasing and selling digital advertising. It entails the use of data and technology to speed up the process of buying and showing online advertisements across a variety of digital channels, including websites, mobile apps, and social media. 

Influence of SME's social media advertising techniques on consumer's  purchase intent. | LIGS UniversityOverview of Medium Scale Enterprises 

Medium Scale Enterprises (MSEs) are companies that, in terms of size, operations, and financial resources, sit between small and large scale enterprises. MSEs are frequently distinguished from small-scale businesses by having a moderate level of operational complexity and a disproportionately greater market share. They contribute significantly to employment creation, economic growth, and innovation in the economies of many nations.

An overview of medium-sized businesses is provided below:

MSEs are bigger than small businesses but smaller than big businesses. MSEs can be defined in several ways depending on the jurisdiction, but generally speaking, they are determined by things like the number of employees, annual income, or total assets. MSEs typically employ between 50 and several hundred people, and their total assets or annual revenue may range from a few million to several tens of millions of dollars.

  • Operational Complexity: Compared to small businesses, MSEs typically have a moderate level of operational complexity. In comparison to small-scale firms, they might have more departments or functions, and their operations might necessitate a higher level of management, coordination, and systems. MSEs might also have a larger customer base, multiple locations, and a more varied selection of products.


  • Market Share: When compared to small businesses, MSEs often hold a bigger share of the market. They might be well-established in their local or regional markets and have the ability to reach out to clients on a global scale. MSEs may have difficulties with market competition, regulatory compliance, and resource access. They may compete with both small- and large-scale businesses in their field.


  • Ownership and Management: MSEs may be owned and run by individuals, families, or partnerships. They may also have a variety of ownership forms, like joint ventures or consortiums. MSE management may include both professional management and owner engagement, as well as strategic planning, financial management, marketing, and other business abilities.


  • Employment & employment Creation: MSEs play a vital role in employment creation and economic growth as employers. For a sizable number of people, including skilled, semi-skilled, and unskilled employees, they may offer employment prospects. MSEs may play a significant role in lowering unemployment and poverty as well as developing skills, training, and capacity in their local communities.


  • Contribution to the Economy: MSEs play a big role in the economies of several nations. They might add to the Gross Domestic Product (GDP) through producing goods, selling them, and exporting them. MSEs can also boost economic diversification, encourage innovation and entrepreneurship, help build local supply chains, and produce tax revenue for governments.


  • Challenges: MSEs confront a range of issues, such as difficult access to capital, a lack of infrastructure, regulatory restrictions, fierce market rivalry, technology limits, and capacity issues. Depending on the nation and industry, these difficulties might be different, and to properly address them, the government, business organizations, financial institutions, and other stakeholders might need to step in and provide assistance.

In conclusion, medium scale enterprises (MSEs) are companies that fall between small and large scale firms in size. They stand out for their relatively higher market share, moderate operational complexity, and substantial impact on employment and economic growth. MSEs confront a variety of difficulties, yet they are vital to the economies of many nations and help drive development and progress on a global scale.

Advantages of Social Media for Medium Scale Enterprises 

  • Cost-Effective 
  • Targeted Audience 
  • Increased Brand Awareness 

Advantages of Programmatic Advertising for Medium Scale Enterprises 

  • Automation of Advertising 
  • Data-Driven Advertising 
  • Increased Efficiency 

Disadvantages of Social Media for Medium Scale Enterprises 

  • Time-Consuming 
  • Lack of Control 
  • Difficulty Measuring Results 
  • Disadvantages of Program


In conclusion, Medium Scale Enterprises (MSEs) must choose between social media and programmatic advertising platforms based on a number of considerations, such as their specific goals and objectives, their target audience, their budgetary constraints, and their resources and experience in managing digital marketing campaigns.

Because it enables highly focused campaigns and reaches certain demographics on sites like Facebook, Instagram, Twitter, LinkedIn, and others, social media advertising can be effective for MSEs. It enables chances for engagement and customer connection and offers a wide variety of ad forms, including picture, video, carousel, and more. Especially for small to medium budgets, social media advertising can be affordable and can deliver quantifiable outcomes through analytics and tracking.

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