80% of Marketers Use Paid Social Ads
In just three years, paid social media advertising inverted its trend — from more than 50 percent not using the channel in 2013 to nearly 50 percent increasing spending on it in 2016. That may mean marketers are taking the channel seriously and hiring skilled personnel to send out crafted messages, according to Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
There was a time when marketers had interns do whatever they wanted in social and brand leaders didn’t believe social had an ROI. That’s changed, says Target Marketing’s analysis of six years of “Media Usage Survey” data. The “Social Media — Paid Advertising” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Social Media Marketing — Paid Advertising
Below, please find an excerpt from the “Marketing Mix Trends 2010-2016” research.
This category is maturing at an incredible rate: Barely one-third of marketers increased their spending on it even two years ago, a level that has jumped to around 50 percent in the two most recent surveys.
During the same period, the percentage of respondents who don’t use it at all fell from around half to 20 percent in 2015 and 18 percent in 2016.
One possible reason is that organizations have realized that this is not an ancillary, but rather a key, communication channel. As a result, they are moving responsibility for it to knowledgeable, and therefore more expensive, media professionals — individuals who not only know how to design material relevant to a specific desired audience, but also are savvy in its use as traffic builders or lead generators.
The spike in expenditures should continue as marketers realize the value of putting well-crafted, branded intellectual property and other marketing messages into the social sphere.
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