Social media effectiveness grows/research from WARC


Social networking sites are becoming ever more effective in reaching advertisers’ audiences as they continue to tweak their design and introduce new targeting options, new reports have suggested.

Twitter, the microblog platform, has announced a refinement to its facility enabling advertisers to target mobile users based on their operating system. The companies will now be able to segment audiences on iOS and Android by operating system version, specific device, and wifi connectivity.

Marketers can focus campaigns on users with device models that are indicative of demographics which align with their campaign goals, said Twitter in a blogpost. It also suggested that telco marketers could promote loyalty and rewards to users on their specific devices, or reach new prospects on older devices.

Meanwhile, a new survey of 735 Facebook users by marketing consultancy Analytic Partners indicated that almost half the advertising in Facebook Newsfeeds reaches the target demographic, with 47% of respondents occasionally paying attention to or clicking on such ads.

Nancy Smith, founder and CEO of Analytic Partners said that, as Facebook rolled out new formats, features and functionality, “it’s become increasingly apparent that in order to see a real return on investment through this channel, advertisers must better understand the behaviors that drive both short-term actions and long-term loyalty”.

Despite the ad industry’s rush to mobile, Analytic Partners’ survey found that the desktop remained most effective for Facebook Newsfeed messages, as 85% of respondents were more inclined to pay attention to and/or click on a Newsfeed ad served to them on this device, while only 15% expressed interest in receiving the ads through a mobile app.

Users were also most likely to pay attention to traditional ads from brands they already followed (60%), while sponsored stories (27%) and non-related ads targeted by Facebook (13%) attracted much less interest.

There was, however, widespread opposition to videos appearing in a news feed playing automatically, according to the survey, with 83% of respondents saying they found this intrusive.

Not surprisingly, offers proved popular, with 67% of Facebook users likely to click on coupons or promotional codes. Contests or giveaways (41%) and videos (25%) were less attractive options.

Smith said Facebook had emerged as a mainstream advertising channel and noted that survey respondents preferred to receive ads on this platform ahead of other social networking sites.

But she added: “It’s become increasingly important for marketers to carefully consider their methods of delivery across all advertising channels.”

Data sourced from Twitter, Analytic Partners; additional content by Warc, November 2013

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About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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