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Social Media Shift And How It Transforms Advertising - Marketing CT

By Ian Callanan | October 19, 2015 at 11:30 AM

Nowadays, there is a whole variety of businesses which are going social. Whether you are marketing CT or any other place, you will find amazing competition in the digital world. In reality, social media is not anymore a privilege, but a common need. However, apart from the simple presence - it is found that even 70% of the brands have been considering higher investments in social media advertising for the current year.

From a certain perspective, many users would think that simply the social media has expanded to a level when it forces brands to pay and advertise on it. However, the main focus for this social media advertising is not that force, but the amazing opportunity for better results to be seen, mostly in terms of sales and revenue.

Along with the progress of social media advertising, the mobile banner advertising on social media decreases and falls back. With a click-through-rate (CTR) of 0.23%, it is proven that people nowadays don't like ads on mobile. Therefore, if you are looking for a bump in lead gen, you should leave the mobile efforts for better times.

So, what is the most desired approach when it comes to social media advertising?

If you think that there is no point in marketing on social media since everyone can get to a brand with a single click, the organic social truth tells another story. The value of social advertising nowadays is influential in acquiring new customers and leads as well towards sales and profit in the very end.

Another common thought is that social media advertising offers the same effects on every social media channel. This is definitely a falsehood - proven by the conversion rate as compared on Facebook, Pinterest and Twitter - where it was found that promoted tweets are the winner, with an impact of 3 times higher conversion rate than non paid.

In the end, social media advertising nowadays does definitely NOT work in the same way. The difference in the niche and target audience obviously dictates a change and it is definitely up for the business to leverage a unique approach and find the best potential of that change. While for example paid social media advertising works for professional services, it may be harder for brands wanting to acquire new customers.

Brands are allocating more of their budgets to paid social. According to a recent survey, 70% of brands planned to increase their spending in the category in 2015.

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Topics: advertising, social media, marketing news

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