Facebook and social media management technology top marketing dollar investments for 2013
With two-thirds of the US internet population expected to belong
to a social network by the end of 2013, according to eMarketer
estimates, the majority of brands are now actively using social media to
manage their digital presence. Q3 2012 findings from media buying and solutions provider STRATA
showed 91.9% of those surveyed were using social media. The vast
majority (82.4%) of US agencies reported using Facebook for clients’
social media campaigns, nearly double or more the number using the
popular platforms YouTube (41.9%), Twitter (36.5%) and LinkedIn (23%). Emerging platforms Google+ and Pinterest saw significant growth in
reported quarter-over-quarter usage with roughly one in four US agencies
likely to use each of these networks for clients’ social media
campaigns. Additional findings from engagement advertising firm SocialVibe
showed the necessity of ensuring social media coverage on Facebook and
the value of expanding coverage to Google+. The engagement advertising
firm found 77% of US internet users connected with brands via Facebook
in October of this year; 14% did so using Google+—more than did so on
YouTube (13%) or Twitter (6%). Financial investment in Facebook, Twitter and Pinterest marketing
programs is likely to increase through 2013, according to a Q4 2012
survey from Strongmail.
The marketing solutions provider found 39.6% of business executives
worldwide planned to boost Facebook marketing spending next year, 23.3%
planned to spend more on Twitter, and 14.9% on Pinterest. Beyond increased investment specifically to social networks, a good
portion of business executives reported plans to boost spending on tools
and technology used to measure and manage social media programs. About
27% reported plans to increase spending to social media management
technology, and 14.8% said the same for listening platforms, reflecting
the importance of not just maintaining brand presence on social
networks, but measuring the effects of that presence. eMarketer estimates US social network ad spending will account for nearly one in 10 US digital ad dollars in 2013.
As broadcast advertising people for close to 30 years, we are seeing a rapidly developing new trend in media planning (how you distribute your message): The future is internet
video. Yes the web is as full of clutter as broadcast and cable, but it's a
distribution means that can work as well as broadcast if you're
willing to truly open your mind to a new paradigm. It is true that broadcast and cable still work a bit quicker and extremely well, the rub is that in today's economy many businesses simply can't afford the media placement needed to be effective. Those that do invest in it consistently come out ahead. Bear in mind that these same businesses also integrate a strong online presence in their marketing video mix. But, for those that cannot afford television the internet can provide solid platforms for marketing success. The point is that even the companies we produce television for are alsointegrating web encoded versions on a consistent basis. This should tell you something about how the Big Boys got that way. If they are doing it maybe you should take a cue and get on board. No, grabbing your I-phone and posting the results on You Tube won't cut it...... The point is that a little spent on good production value can be distributed for a fraction of what it cost to consistently reach new eyeballs just a few years ago. If your content is good and you develop your media platforms in a unified fashion you are at very least in the game! It isn't just a nice goal to strive for someday. The time to engage is right now! As it's been said, "Just Do It". We guarantee you will be very glad you did!
A recent segment on Social Media Today states soaring growth in social media marketing. Nielsen’s social media report for the third quarter
shows some amazing growth in the use of social media. The report
indicates that two factors are driving the change: more people are using
mobile phones and tablets to access the networks and the proliferation
of new social platforms. Two areas where social media is evolving: the
phenomenon of multiple screening setting up what Nielsen calls the
global living room and the use of social media as a customer care
channel. The numbers show some interesting trends:
people are connecting to the internet for longer periods of time. The
highest increase? Use of mobile apps—up 85% from last year.
Mobile apps also account for the place where minutes on the internet have increased the most.
though PCs still account for the majority of time spent on social media
networks (61%), the use of mobile apps has climbed to claim 34% of the
total time spent on social networks.
A look at the top networks?
Facebook down 4% and Pinterest up a whopping 1,047%. Google Plus also
making significant gains in the last year—up 80%. Twitter up 13%.
However, to temper that news, Facebook still dominates the number of
total minutes people spend online.
The Pinterest audience has some unique audience characteristics: dominantly white females in the U.S.
Weirdest stat: nearly 1/3 of those ages 18-24 social network in the bathroom.
stat to watch: 76% of social users feel more positive after their
social networking experience. Could this be where people are going to
get their motivational fix?
Twitter has emerged as the key drive of social TV interaction.
Looking at the numbers, there are a few keys questions your business need to ask:
we using responsive web design that automatically optimizes our content
regardless of how people access our information? This is now a
requirement of doing business on the web.
Do we have a social
presence on channels that match our customer demographic? Social media
is following the cable TV trend—specialization. For example, if your product is
specialized to young mothers in the U.S., you should probably consider
Pinterest. If you are advertising on TV, you might want to consider
being on Twitter.
Have you considered diversifying your content
to include location-based campaigns if you are a walk-up retailer or
have events? Promotions that take advantage of mobile access might be
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