New market predictions for spending on social advertising suggest a coming shift in preferred formats as well as a keener focus on local targeting and campaigns.
When it comes to social media, pretty much every business unit or division of your company will want a say in what activity should be prioritized. So does it really make sense for your marketing team or information technology department to “own” the social media strategy?
The most common motivator for social media marketing strategies is the desire to improve customer engagement, according to recent research collected by consulting agency Ascend2.
Slightly more than half (55 percent) of both business-to-business (B2B) and business-to-consumer (B2C) campaigns are predicated on this objective, the data shows, although this desire was deeper among the B2C community.
Beware the temptation to make your social media marketing efforts too pushy.
One mistake that many marketing teams make when developing campaigns for digital channels or social networks is sticking to the same sort of content they have traditionally used for “push” channels such as television or banner ads on Web sites, reports Forrester Research in its latest advice for marketing professionals, “How to Build Your Brand With Branded Content.”
There’s been plenty of buzz in the past week about a revelation by Coca-Cola suggesting that social media “chatter” about its products has very little direct impact on actual purchases.