Tag: facebook social media marketing

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.

That 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.

The strength of the market is becoming clearer for the first time since the company’s IPO.

Though Facebook received a lot of flack from the tech IPO market for damaging both it and social media marketing, this year, it is looking as though that same company may be responsible for breathing new life into the industry.

There are some stock watchers that are indicating that the fortune reversal of Facebook was beneficial.

A growing number are starting to see that the slump that was experienced by Facebook may have rejuvenated tech and revolutionized social media marketing. Many are starting to believe that if the company had simply waited until this year to go public, it would have had a much better outcome.

It looks as though the social media marketing and tech struggles are sliding into the past.

Facebook is now performing quite well and the strength in the tech market is helping to support any form of high profile technology stock. This strength is bringing a new world of opportunity to social media marketing, as well. According to a market researcher company founder, John Fitzgibbon, from IPOScoop, “What happened last year is ancient history,” and that “Facebook was a spectacular pop and flop. Market conditions were bad then.”

The company persisted and Facebook’s leaps forward in social media marketing allowed it to achieve a much healthier financial level that has only been supported by the improvements in the tech sector, said Fitzgibbon. He stated that “This market is stronger than people realize, with some promising IPOs,” and that “Apple’s stock drop is masking the true strength of (the tech-heavy) Nasdaq composite.”

With the successes now being maintained in social media marketing and stock growth, there have been some suggestions that there could be some other strong IPOs within the next year, from among consumer tech players, such as Dropbox, Box, Square, and Twitter. There were two business software companies – Marketo and Tableau Software – that went public on Friday, following this trend. It is believed that they will see better chances than Facebook did, when it went public in last year’s environment.