marketing channel

drag2share: Marketers Are Spending More Ad Dollars On Facebook


A larger slice of Facebook marketing budgets is being spent on paid ads, according to recent surveys from Ad Age and RBC Capital. 

In the August 2013 survey, 74% of respondents said their Facebook marketing budgets includes spending on paid ads.

That’s up from just 54% who said so in June 2012.

However, in many cases, paid ads still account for a small proportion of their spending on Facebook. For 27% of survey respondents, paid ads made up just 1% to 10% of their Facebook budget. Only 18% of respondents spent more than half of their Facebook budgets on paid media. 

Many brands spend the lion’s share of their Facebook marketing budgets on content production and social media management, rather than paid advertising. However, as Facebook’s paid ad products mature, we expect to see more and more marketers wading into paid media. 

bii facebook ad budget

Meanwhile, the percentage of companies using Facebook as a marketing channel is 80%, and that proportion has remained consistent over the past 15 months. Survey participants noted that brand awareness was the most important reason for advertising on Facebook, followed by driving traffic to their website. 

The survey encompassed 1,200 Ad Age subscribers who answered questions on three separate occasions since June 2012

Download the chart and data in Excel.

 BII facebook marketing budget

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Thursday, September 19th, 2013 news No Comments

Few Marketers Consider Facebook to Hold A “Critical” Role in Their Overall Mix


AdAgeRBC-Facebook-Role-Overall-Marketing-Mix-Sept2013More than 8 in 10 marketers are using Facebook as a marketing channel, and almost all expect to use it in the next 12 months, per results from a survey conducted by Ad Age and RBC Capital Markets. While that implies a good deal of enthusiasam on the part of marketers for the platform, few appear to deem it indispensable, according to the study. Presented with 3 choices for how they would characterize Facebook’s role in their overall mix, only about 1 in 10 marketers chose the response indicating it was “critical to their marketing efforts.”

Instead, respondents – a mix of marketers of clients (26%), ad agency employees (30%), and media company employees and consultants (44%) – were much more inclined to tab Facebook a “useful but still optional part of my strategy” (45.5%) or “a regular element of my strategy” (43.8%).

That seems to be somewhat of a departure from study results released last year, in which 6 in 10 senior marketers called social media key to their company’s survival. (That survey concerned social media in general, but its findings can reasonably be applied to Facebook given the platform’s status as the largest social marketing channel.)

Nevertheless, marketing on Facebook is undoubtebly important, and that seems to be the case in particular when it comes to its mobile application. About 3 in 4 respondents to the Ad Age and RBC survey said that, based on their marketing objectives and needs, it was “very” (33.1%) or “somewhat” (41.4%) important for them to market on Faceb! ook&rsquo! ;s mobile app.

Facebook budgets remain fairly low for the time being. Half of the respondents indicating that they’re currently allocating between 1 and 10% of their online marketing budgets on Facebook. More than 7 in 10 are spending some of those budgets on Facebook ads, with slightly more than half expecting their ad budgets to increase over the next year.

Interestingly, respondents indicated that the most important goal for their Facebook advertising efforts is to build awareness and sentiment for their brand. While that’s consistent with last year’s Ad Age survey, a recent study from Econsultancy found that more global marketers cited lead generation (37%) than branding (27%) as their main social media advertising objective.

In this latest survey from Ad Age, lead generation was one of the least important Facebook advertising goals, behind the aforementioned brand awareness, driving site traffic, building fans or likes, and staying in touch with customers.

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Wednesday, September 18th, 2013 news No Comments

Here’s How Consumers Are Shopping With Their Phones


shopping mobile

Mobile devices are playing an increasingly large role in commerce.

In a special report out from BI Intelligence, we analyze patterns around all types of mobile behavior, including how people use their phones to shop.

Access The Full Report By Signing Up For A Free Trial Today>>

So, how are consumers using their phones in the shopping process? 

The report is full of charts and da! ta that can be easily accessed, downloaded, and put to use.

In full, the report also looks at:

To access BI Intelligence’s full report on Mobile Usage, sign up for a free trial subscription here.

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Join the conversation about this story »

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Tuesday, September 11th, 2012 news No Comments

Inbound Marketing Costs Less than Outbound Marketing; Growing in Importance too


Marketers who spend more than 50% of their lead generation budget on inbound marketing channels report a significantly lower cost per sales lead than those who spend 50% or more their budgets on outbound marketing channels, according to the “State of Inbound Marketing Report” [pdf] from internet marketing firm Hubspot.

Average Cost Per Lead $200 Less
The average cost per lead by inbound marketing-dominated firms in 2010 is $134. This is $198, or 60%, less than the $332 average cost per lead at outbound marketing-dominated firms. This percentage differential has remained consistent from a 61% higher average lead generation expense reported by outbound-marketing-dominated firms in 2009.

3 of 4 Major Inbound Channels Cost Less
When asked to rank each lead generation category as “below average cost,” “near average cost,” or “above average cost,” businesses consistently ranked inbound marketing channels as having lower cost than outbound channels. Only PPC (pay-per-click search) had overall cost rankings comparable to those given outbound channels.

Social media and blogs had the highest “below average cost” rankings for both 2009 and 2010 (55% as a combined category in 2009 and 63% separately in 2010).

Trade shows, with their requirements for travel and expenses, as well as space rental and booth setup/removal for companies who exhibit, had the worst cost rankings in 2009 and 2010. In 2009, 55% of companies said trade show costs were above average and only 18% said they were below average. These figures improved moderately in 2010 (48% and 22%, respectively), but still left trade shows as clearly the least cost-effective marketing channel.

Inbound Marketing Grows in Importance
Inbound marketing is continuing to grow in importance at the expense of outbound marketing, according to other findings from the State of Inbound Marketing Report.

As a percentage of the overall lead generation budget, inbound marketing expanded slightly from 2009 to 2010 (38% to 39%), while outbound marketing contracted more significantly (29% to 24%). The net effect is that the gap widened from inbound marketing, which had a 9% greater share of the overall marketing budget than outbound marketing in 2009, to a 15% greater share in 2010. Roughly one-third of the lead generation budget is considered “not classified.”

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Sunday, May 2nd, 2010 digital 2 Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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