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Nearly two-thirds of marketers are boosting budgets for advertising on social platforms (e.g. Facebook, Instagram, Twitter) in 2016, making it the third largest area for increased investment. Among highest performing marketers, 80% will increase spending on advertising on social platforms. In order to create a unique experience based on real customer identity, 83% of top teams use customer data (e.g., email or phone data) to segment or target ads. These findings come from the "2016 State of Marketing" report, based on a global survey of nearly 4,000 marketers this year. Let's take a closer look.
Advertising on social platforms is the most popular digital advertising strategy as well as the third largest area for increased investment overall. Fully 65% of marketers are currently using the tactic this year--and another 17% plan to do so. This makes sense; advertisers today are treating these platforms (led by Facebook, Instagram, and Twitter) as "audience platforms" or "identity platforms" first and foremost, due to the ability to target customers and the people who look the most like them based on their real-world identities across multiple devices and browsers.
To provide the best analysis, data from the 2016 State of Marketing Report is examined relative to business performance to identify patterns for overall success. High-performing marketing teams are those that who are extremely satisfied with the current outcomes realized as a direct result of their company's investment. Data is also presented for moderate performers (very or moderately satisfied), as well as underperformers (slightly or not at all satisfied).
According to the study, top marketers also use personal information to get smarter with ad targeting. In order to create a unique experience based on real customer identity, 83% of high performers use customer data (e.g., email or phone data) to segment or target ads, 1.5x more often than underperformers.
Overall, 91% of marketing leaders now use data to segment their advertising, and the best marketers understand that customer data is the glue that connects digital advertising to the entire customer journey.
As marketers talk about the growth of advertising on social platforms, they're also talking about the growth of mobile marketing overall, as the two are deeply intertwined. In fact, 82% of high performers surveyed consider advertising on social platforms to be part of their mobile marketing efforts, 1.5x more than underperforming teams. This makes sense; last quarter, 82% of Facebook's revenue came from Mobile ads, up from 59% two years ago, in Q1 2014, and just 30% in Q1 2013!
Interested in learning more? Join us for a live webinar on June 7 at 12:00 EST. We'll cover more trends in social marketing, as well as customer journeys, email, mobile, digital advertising and the web. Register now.
