Tag: facebook marketing

Social media marketing study shows Facebook’s network is hot

The research found that the company is ready to take on the needs of app marketers in its ads.

A recent statement from Fiksu, a mobile marketing firm, has shown that the current forecast in social media marketing looks very good for Facebook in terms of effectively advertising smartphone and tablet apps.

The latest data is showing that the social network has the ability to encourage people to download the games.

Games are a considerable driver of the overall social media marketing ad revenue that Facebook has been experiencing. Earlier in 2014, Facebook initially rolled out its advertising network, offering app developers an opportunity to reach out to device users and encourage them to download their offerings. For many, this has become a golden opportunity that has brought them from relative obscurity into a level of relevance in the mobile app world.

That said, the successes of social media marketing ads for mobile app developers weren’t always obvious.

Social Media Marketing - Facebook popularAccording to the Fiksu chief strategy officer, Craig Palli, the results seen for mobile app developers using Facebook for their ads were relatively disappointing for the first while. They showed low response rates. However, while advertisers have seen lower click through rates, at the same time, they are still seeing a better return on investment than they have been seeing via other methods and techniques. This was demonstrated by recent research that was conducted by Fiksu.

Along with Facebook, the firm also looked into eight mobile ad campaigns for apps, one of which was conducted by a game developer and a large retailer. As a whole, what was found was that ads for mobile apps on Facebook averaged a 1.16 percent click through rate. Similar ads on the mobile ad network at Facebook saw only a 0.34 percent average click through rate.

That said, though the social media marketing ad network saw lower response rates, it also experienced notably higher conversion rates. The ad network’s conversion rate was 26.28 percent, whereas the ads on Facebook, itself, saw a conversion rate of a considerably lower 16.61 percent. Moreover, the network ads saw a much higher average revenue per user ($3.64) than those on the Facebook app itself ($1.63).

Social media marketing over mobile must be very personal, Facebook

The head of mobile advertising has shared that these ads must be exceptionally relevant to consumers.

Jane Schachtel, the Facebook head of mobile and technology and global vertical marketing has explained that when it comes to social media marketing over smartphones and tablets, advertisers have to take that extra step to make sure that consumers are being treated as individuals and not as an overall general group.

The explanation was that mobile devices themselves are highly personal, so ads have to be, too.

She explained that as smartphones and tablets are very personal devices, social media marketing conducted over that channel must also be carefully personalized for the individual recipients. Though this does appear to be quite the significant effort, the reward for marketers that take this step is equally large. According to Schachtel, only about 2 percent ($16 billion) of the total glabl advertising spend is going to be put aside for mobile in 2015.

This means that mobile social media marketing has a considerable amount of room for growth.

social media marketing - personalShe explained to the Mobile First conference audience that “This presents a huge opportunity.” She pointed out that the relationships that people have with their mobile devices has become much more complex and profound. Schachtel expressed that “People used to go to the mobile web to find one specific thing,” and added that “Then came the feed. … Now people discover, they share.”

When device users do this, they provide a considerable amount of information on websites – including Facebook – that can be utilized by mobile marketing companies in order to learn more about the individual what they want, what they like, and what they do not like.

That said, she also stated that “no one company has all the data.” Even Facebook doesn’t have all of the information that would be required to know everything about each individual consumer. Instead, there remain “ a lot of companies with a lot of data.” Therein lies the true challenge of mobile social media marketing. These various kinds of information must be carefully combined in order to be able to fully target and personalize the ads that consumers are receiving on their mobile devices.