The rise of Social Media Marketing.
The rise of Facebook advertisement is having a profound impact on the performance marketing ecosystem. Facebook is now the most visited website in the US, with more visits than Google, according to Experian Hitwise. The social network is also projected to take in more than $2 billion in advertising revenue in 2011, according to eMarketer.
As Facebook, a Social Networking site, becomes a bigger platform for advertisers, more agencies are emerging to help marketers make sense of how to use this new form of advertising most effectively. Over at iClick Media, we will analyse, strategise, recommend implementations and execute it effectively for you.
Let's take a look at the Social Media Marketing revenue over the last couple of years and the projection ahead for 2011 and 2012.
US Social Network Ad Revenues, 2009-2012
As you can see, Social Network Advertising Revenues have been rising very quickly over the last couple of years.
In fact, for 2011 and 2012, it is expected to rise even more. This is a good time for you to sit down and really think through about how you can utilise Social Media Marketing into your advertising campaign mix.
Many of our clients have asked us, how do we advertise on Facebook? How does it work? Well, very simply, there are 2 kinds of bidding system you can utilise on Facebook.
Advertising on Facebook looks and feels a lot like search and performance-based display. It's biddable on a CPC or CPM basis, and can be targeted to specific audiences. Marketers can choose how much to bid for specific audience segments and based on their ROI goals.
Click-through rates (CTRs) on Facebook have been widely discussed, with some reporting better results than seen with some types of display, but not nearly as strong at CTRs witnessed on search.
This leads to a few basic questions for search marketers: Is Facebook more like search or display advertising? Who should advertise on Facebook? How do I judge Facebook performance relative to other media channels?
1. Who Should Advertise on Facebook?
This is an easy question: Everyone can and should advertise on Facebook! Just like paid search, you show your ads to your target audience and only pay when they click on your ad to go to your website or Facebook page. If they don't click, you don't pay. A very fair advertising system indeed!
To make the most of your campaigns, both your audience and your ad creative and messaging need to be hyper-targeted. Creating highly targeted messages across many segments takes a lot of upfront work and ongoing maintenance. Thankfully for our clients, iClick Media is there to assist our clients to make changes to their ad copy and targeting audience, whenever they want it. Like our clients always say, "We're just a Click away!". :)
2. Facebook Management -- Search or Display?
We often talk about optimization of search, display, and social media from a technological perspective. Very little is talked about how this is managed by agencies.
Historically, search marketers have managed media based on their intimate knowledge of the search engines and biddable advertising. Now, search marketers are increasingly being asked to apply this knowledge and experience to display and even Facebook.
Therefore, 2011 and 2012 promises to be a year where advertisers and agencies adapt to this evolving landscape and respond by building on departments that focus on 'biddable media' and centralized 'performance media'. Some will choose to bolster their internal capabilities, while others will look outside to performance-based media companies who bring that expertise to the table.
Is your company only dabbling with Search and not Social? Are you even on Search yet? A good time to ponder.
3. How Do You Judge Facebook Performance in comparison to Other Media Channels?
Media attribution is key to understanding how Facebook performs and compares to other channels. This is where the old axiom "you can't manage what you can't measure" comes into play.
Facebook campaigns can play an important part in the conversion process, but clicks on Facebook ads don't always occur at the end of the purchase funnel. It is critical, therefore, to have a proper multi-exposure attribution system that rewards all media that assists in the eventual purchase.
Most marketers are still attributing their performance to the last click, thereby over-allocating budgets to undeserving media and even overpaying for conversions.
The ability to easily optimize, track, and attribute Facebook and other media in a single platform will potentially drive significantly more media to Facebook in the coming quarters.
What is Facebook good for, and how does it drive awareness, action and conversion? These questions are best answered when looking at Facebook as part of a media mix that is centrally managed and tracked.
Facebook is an exciting and fast-growing ad channel that is becoming a critical part of major marketers' media mix. Search marketers like iClick Media's team of Internet Marketing Professionals have insights, knowledge, and experience that make them well-prepared to tackle this medium while it's just getting started.
As convergence continues across performance-based biddable media, there's little doubt that search marketers will be asked to take a bigger seat at the media table.
- 2011-03-19 11:36:13
- Social Media Marketing (SMM)