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Facebook social media marketing ad format launch underscores mobile shortfalls

Rebecca | December 23, 2013

This recent addition by the giant network is shining a light on the failures marketers have made in connecting with smartphone users.

A recent addition to the Facebook social media marketing offerings is a new ad format that provides brands with the opportunity to engage with smartphone users once again when they have already previously installed their apps onto their mobile devices.

This also points out a number of flawed ideas that have developed regarding with mobile communications by marketers.

This new step has drawn attention to some of the flaws that have come up in the ways that Facebook social media marketing has been adopted by marketers in order to communicate with their audiences over mobile channels. The new format was designed to help to compensate for the failings in the way that the social network has been used in the past by advertisers.

There remain considerable weaknesses in the use of Facebook social media marketing, particularly over mobile.

The new ad format is designed to help to overcome that problem by giving brands a way to develop a call to action for customers that have already downloaded the brand’s app from within the social network’s own application, but have then stopped using the brand’s app. As there will be a number of different formats available, it will be possible for marketers to direct mobile users on the social network to check out specific features and content from within their own apps.

The point of these new formats is to give brands the chance to obtain a new “second chance” in which they can engage with smartphone users once again after having encouraged them to download their app, but then having failed to keep them interested. This could provide advertisers with a considerable opportunity to communicate with users, or it may simply offer yet another way in which they will miss the point and generate only temporary interest in a brand.

The entire premise behind the Facebook social media marketing attempt is that if it is there, people will come to get it. Though this has many quite excited, there has been considerable skepticism expressed, as well. Only time will tell.

Social media marketing expectations are changing

Julie Campbell | August 14, 2013

According to the latest research, there is a maturing occurring in what people expect from this technique.

There is nothing rare about research being conducted on the results that are being generated by social media marketing, but what is starting to become quite interesting in this domain is the change in the expectations surrounding the results that the technique will generate.

Now that the channel has been used for a few years, it is becoming possible to view its trends.

Some patterns have started to emerge as the very latest in studies have been released by the researchers at the Pivot Conference, and their publication, the “State of Social Media Marketing 2012-2013”. Though the research did provide a large amount of detail as to the breakdown of the use of the strategy over the last few years, it is the trends that are being viewed as the most worthwhile.

For example, many of the respondents in this study changed their feeling that social media marketing success must be gauged by sales.

Social media marketing changes In 2011, the respondents stated in 100 percent of the cases that an increase in sales was the top goal for any campaign using social media marketing, either for their own company, or those of their clients. However, that opinion has changed dramatically since that time, as in 2012, it was recorded that less than 50 percent of the participants felt the same way. This year, it appears to be climbing again, and is currently settled at the 56 percent mark.

The data from the study also showed that there were tremendously high expectations of the performance of social media marketing in 2011 and a withdrawal of that belief in 2012. This year, there seems to be a rebound in the faith that marketers have in the technique. This occurred in nearly every response area of the study.

Many are interpreting this as a sign that social media marketing as a technique is now maturing, and that the understanding and expectations surrounding it are starting to become more realistic and steady. It has moved beyond the tremendous hype and has survived disappointment and is now starting to level off to a degree that is often seen in areas that are more established.