Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Advertising: $4 Billion Well Spent?
Posted on March 5th 2013
By end of the year, eMarketer pegs the amount US brands will have spent on social ads at $4.1 billion.
How much of that will be considered "well spent"?
Budgets for paid social ads are on the rise. A recent study conducted by Digiday found that 64% of US advertisers plan to increase their social ad spend this year.
That’s welcome news for the industry. But most marketers plan to increase their budgets slightly (about 1% to 10%), suggesting many are still testing the waters.
The sheer number of social media users may rival the populace of the world’s largest countries, but dollars are moving over relatively slowly. Many marketers are still wrapping their heads around social. Until they do, their bets will be modest.
There are steps anyone putting money down on social ads should take – not only to ensure success, but also to build a case for continued investment in social marketing. Here are three of them.
Know What You Want
A common problem in social marketing is many people don’t set clear goals. Before you launch social ads or social campaigns, you should be able to define your objectives. Are you trying to engage or convert? Is the goal to build up a fan base or drive sales?
Knowing what you want to accomplish will help determine whether an ad is enough, or whether you need a social campaign to support it.
If you plan to do social advertising, think about how it will appear and function on a mobile screen. The same is true for social campaigns. You need to consider how your campaign will look and feel on a mobile device. Go into your planning and optimizing with a “mobile first” mentality.
Provide a Path
Social ads aren’t a lone billboard on an empty highway. The goal isn’t just to be seen, but to give the viewer a clear path to follow. Often times, just pitching a product with a tagline isn’t enough. You’ll need to entice the consumer to a more exciting and compelling environment where basic questions are answered and products are displayed.
Think about whether you need a social campaign, and not just an ad, to pull this off. Your goal should be to create an engaging experience that ultimately entices the consumer to take another step. Before you go live, you should know, step by step, the process you want fans to go through.