Tag: social media marketing survey

Social media marketing outperforms display ads

As the environment continues to mature and grow it is pushing other techniques aside.

Recent analyses and reports are showing that social media marketing is not only greatly expanding in its use and effectiveness, but it appears to be achieving its goals at the expense of display advertising.

Using social networks is proving to be much more appealing to consumers who are growing weary of other ad forms.

Recent research by IZEA, a social sponsorship startup, has revealed that after having surveyed 10,000 brand marketers, social influencers, and social media consultants, approximately one in three marketers are equally weary of display ads as has been seen from the side of consumers. On the other hand, social media marketing appears to be continuing to expand and mature on every level.

The social media marketing study revealed that actions in this area are improving in every direction.

Social Media Marketing StudyFor example, the use of sponsored photos has increased to 33 percent in 2013 after having been only 24 percent at the same time last year. Moreover, 29 percent of marketers said that they had been using Pinterest’s sponsored pins opportunity, said the report.

IZEA also pointed out that when comparing the revenue generated by sponsored images with that of display ads, it is the sponsorships that bring in more money according to 55.7 percent of the participants in their study.

At the same time, though, the rise of promotions and advertising in social networks has led to a notably greater demand from influencers. In fact, these individuals who are highly connected should now increasingly expect to receive brand compensation for making mention of the products or services that they are selling, said the report. Twenty six percent of influencers have said that the amount of time that they spent in the maintenance of their social presence can now be compared to the hours that they would apply to full time employment.

Equally, though, social media marketing remains a confusing environment, as a considerable percentage of influencers have not yet completely mastered the best practices for compensation disclosure, as the FTC now requires that this must occur when a substantial reward is traded for the creation of content.

Social media marketing survey reveals advertising opinions about Facebook

Research from Ad Age has looked into the way that advertisers feel about that network.

The latest survey from Ad Age has looked into the perceptions that advertisers have developed regarding social media marketing over Facebook, including the adoption of ads on that network and the perception of increases in ROI.

Throughout the last 15 months, Facebook has moved to maturity from having been an experimental channel.

Companies that had previously hesitated to include social media marketing as a significant part of their budgets are now considering the channel to be a natural part of their campaigns and are continuing to boost their spending there. This was a part of the results that were confirmed through the participation of approximately 1,200 subscribers to Ad Age who were polled within the company’s survey in connection with RBC Capital Markets.

This social media marketing survey was conducted in August and was the third of its nature since June 2012.

Social Media Marketing SurveyThat June 2012 social media marketing survey occurred just slightly before the IPO at Facebook. This most recent version of the survey has seen an increased percentage of respondents that claim to be using Facebook as a part of their advertising mix. That said, it continues to remain at a steady level greater than 80 percent. At the same time, the specific number who said that they are now advertising over the network has spiked significantly when compared to 15 months before.

Approximately 74 percent of the survey respondents stated that their budgets for Facebook social media marketing now include ad outlays. That number has risen significantly since January 2012, when the figure was 62 percent and even more since June 2012, when it was only 54 percent.

The most recent social media marketing survey included respondents among whom 30 percent identified themselves as employees of ad agencies and 26 percent identified themselves as either marketers or clients. The remainder of the participants were said to be either consultants or employees of media companies.

The increase in the percentage of marketers who are purchasing social media marketing ads from Facebook was said – by Mark Mahaney, RBC Capital analyst – to be a clear indicator of the rising ad income that is headed in Facebook’s direction.