Category / Social Media Strategy
Twitter has taken steps to significantly improve the relevancy of its advertising platform by introducing keyword targeting. Advertisers were historically able to target by interests, gender, device and geography, which allowed for more branding-based advertising programs. With the new targeting by keyword, in addition to the aforementioned targeting capabilities, Twitter has now introduced contextual relevancy into the equation.
In a move that many saw coming, Facebook has announced its plans to start allowing real-time, biddable, targeted ads within the news feed; a move welcomed by many marketers. The News Feed is where people spend the most amount of time than any other part of Facebook. Up until this point, advertisers have been relegated to the right side of the page where ads certainly attract less attention. Advertisers have long known that click through rate on Facebook ads pales in comparison against the click through rates of other major search engines. The move to include the ads within the news feed will improve ads’ visibility and improve click through rates. Some experts believe that the move to include ads within the news Feed will increase the ads response rate by 10 to 50 times that of right rail ads. Facebook is also expecting that the targeted ads within the News Feeds should improve the relevancy of ads for people.
In January 2013, the third pillar of Facebook was released, behind News Feed and Timeline: Graph Search, a semantic search engine, allowing a user to execute a natural-language query in Facebook.
At Mediative, we have conducted many studies over the years using eye tracking technology to record where people look on a computer screen or device, and how they interact with web pages. Using a restaurant search as the test scenario, the Mediative team conducted an eye tracking study to help local advertisers understand which elements of the Facebook Graph search results page hold the most interest and what to do in order to maximize the chances of appearing in the results page.
For Facebook the message has been clear: Develop a clean and consistent interface with personalization at its center point. Yesterday, Facebook unveiled a complete revision of its News Feed to become cleaner, emphasize photos, and allow Facebook users greater control to customize their experience. Photos and mobile are clear keys to Facebook’s longevity. About 50% of News Feed posts on Facebook now contain a photo; up from only 25% in 2011. As mobile devices with high quality cameras make it easier to snap and upload photos, it is clear that photos and videos are becoming the entry point for people’s Facebook experience.
Marketing, even online, is an extremely resource intensive pursuit that must be planned and executed with the utmost diligence and realistic expectations. The purpose of this article is to highlight some methodologies of assisting those with smaller marketing budgets to create effective marketing campaigns in a crowded and noisy marketplace.
Marketing budgets are in most cases fairly fixed; especially those in smaller enterprises where marketing budgets are determined after fixed expenses have been paid. Knowing your own abilities in comparison to the size of the market will help to define how you will execute your marketing mix.