social media advertising Archives ⋆ Page 8 of 11 ⋆ Mobile Commerce Press

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Social media marketing boosts retail site traffic

Dan Gendro | February 6, 2014

To a growing extent, these platforms are driving visitors to online shopping sites.

The findings from the Q4 2013 Social Media Intelligence Report from Adobe have now been released and have revealed important social media marketing trends, revealing that this channel drives traffic to retail websites.

This report looked into trends involving paid, earned and owned social media.

Among the primary findings of this social media marketing report was that Facebook, Twitter, Pinterest, and Tumblr were sending a tremendous and record breaking amount of valuable traffic onto retail websites in the last quarter of last year. It also determined that the revenue per visit (RPV) was rising across each of those networks.

This report used an extensive data analysis to provide meaningful social media marketing insight.

The analysis was performed using a considerable amount of aggregated and anonymous data that was collected from retail, travel, entertainment, and media sites from the last quarter of 2012 to the same quarter last year. This included over 1.5 billion posts on Facebook, approximately 240 impressions on that social network, in addition to 500 million unique social networking site visitors and 6.3 billion Facebook social engagements (which includes likes, shares, and comments). The Adobe Marketing Cloud was used for the paid social data.

The report that Adobe produced based on its analysis concluded that social media marketing is proving to play an exceptionally important role in the formation of the digital marketplace as well as in the way that consumers are being engaged by their favorite brands. That company feels that a more thorough understanding of these trends – regardless of whether they involve Facebook ads, Twitter links, or Pinterest retail placements – will help marketers to be able to improve the success of their campaigns.

Some of the more interesting data from the study also showed that there was a 340 percent year over year increase in the RPV from Tumblr, a 244 percent increase in the RPV from Pinterest, 131 percent from Twitter, and 72 percent from Facebook. This has revealed that when it comes to social media marketing, the ever-dominant Facebook is now starting to see some heavy competition moving in.

Social media marketing budgets for B2B strategies to rise in 2014

Lucy | January 21, 2014

According to recent research, marketers will be spending more on Facebook, Twitter, Google+ and other networks.

The results of a new study has shown that B2B marketers have every intention of giving their social media marketing budgets a boost this year, when compared to the amounts that they spent in 2013.

The reason is that there have been a number of important developments in social media networking for business.

In fact, a study that was conducted by IDG Connect showed that IT buyers believe that social media marketing will provide some of the most important online content – for both personal computers and mobile devices – particularly when it comes to influencing buying decisions. This means that businesses seeking to develop the most awareness and appeal will need to develop their online and mobile marketing strategy using the right networks to reach these buyers.

The importance of social media marketing is finally coming to the point that it is measurable with some accuracy.

Social Media Marketing Budgets to Increase Vendor created materials and white papers are both given greater weight than networks such as Facebook, Twitter, LinkedIn, Google+, YouTube, and others. However, research has been consistently showing that starting this year, this trend will begin to reverse itself, to the point that it will actually flip within a span of two years when it comes to the buying process. Companies that are hoping to stay on top of their effective marketing efforts will need to make sure that they have established themselves on the right networks.

Furthermore, recent surveys are suggesting that this trend will apply in a broader sense to other B2B industries. Therefore, marketing budgets in business to business will begin to dedicate a greater share of their funds to creating and maintaining valuable content over social media.

A survey from AdAge showed that they anticipate that B2B marketing firms will boost their overall budgets this year, and 80 percent of them intend to raise the amount that they are spending over digital channels. It can be accurately assumed that a strong percentage of that will be directed toward social media marketing. The network that is likely to benefit the most when it comes to B2B is LinkedIn.