Tag: mobile social media marketing

Social media marketing shift occurs as Twitter angles toward mobile

Social Media Marketing Twitter and MobileRecent research findings have shown that the usage of this network has greatly switched to smartphones.

The findings from a study on social media marketing and usage have just been released, showing that the use of Twitter is rapidly moving away from PCs and is heading toward smartphones and tablets, instead.

Mobile is rapidly becoming the most common place that Twitter is accessed and used.

The survey was conducted by ConsumerMetrix from Strategy Analytics and the results were published within their report, which was entitled “Social Network Profile: Who Uses Twitter?”. This research has provided some interesting information with regards to the direction that social media marketing is taking, as well as the trends regarding the type of device that is being used by consumers to use that platform.

This social media marketing trend could be defining for future campaigns using that network.

The social media marketing and usage study that produced this data was performed from March 2012 through October 2012. What it indicated was that the percentage of people who had been using laptop or desktop computers for tweeting dropped from 77 percent at the start to 64 percent at the end of that period.

It also indicated that the number of users who were tweeting over their smartphones increased from 53 percent at the start of the survey to 64 percent by the end. Equally, among tablet users, tweeting increased from 9 percent in March, to 18 percent in October.

As a whole, the data collected through the social media marketing research offered a clearer image of the proportion of Twitter users who were accessing the service by way of various forms of devices, and that the usage over mobile – be it smartphone or tablet – increased overall from 56 percent to 71 percent.

The Strategy Analytics vice president of digital consumer practice, David Mercer, said “The immediacy of Twitter communications requires devices which are close to hand at every waking moment.” He added that this, by definition, indicates that social media marketing and usage prefer smartphones and tablets. This information could be useful for the development of future efforts to reach and interact with consumers.

Social media marketing spending over mobile set to take off

Social Media Marketing spendingThe size of budgets designated to reach smartphone and tablet users is expected to climb.

According to a recent survey, the percentage of overall advertising budgets that is expected to be designated for social media marketing, specifically with smartphone using consumers in mind, is expected to explode.

This was reported in the latest CMO Survey, which looked into the types of spending within the budgets.

The survey involved the participation of chief marketing officers of various firms, who reported that they are currently spending an average of 8.4 percent of their overall budgets toward social media marketing. However, within the next year, that number is expected to climb to 11.5 percent of the budgets.

In 5 years, social media marketing will make up 21.6 percent of the budgets, said the survey.

This shift in the way that the funds are being spent and in the importance of social media marketing is expected to become a primary topic in advertising and technology circles. According to the CMO Survey director, Christine Moorman, “Companies are searching for novel ways to interact with their customers that will drive the growth of their companies. Unfortunately, marketers are behind the curve with their current levels of social media expenditure, given the amount of time customers spend engaged with one another and with companies online.”

The research, said Moorman, involved the participation of 468 American marketing execs who identified social media marketing as one of the most important areas for increased spending. These results, she said, show that the importance of this channel is now being heavily recognized. She also pointed out that some of the largest spending increases in this area are expected to take place in some of the business-to-consumer sector giants, such as Coca-Cola and Proctor & Gamble.

The survey showed that among companies of this nature, social media marketing spending will rise from an average 9.6 percent of the budget at the moment, to 24.6 percent of the budget in five years from now.

In Moorman’s news release, she stated that companies are still trying to figure out how to be able to measure the efficacy of their social media marketing campaigns.