There’s no denying the power and connectivity of social media. From Facebook to Pinterest and myriad sites in between, never before has the opportunity for direct customer engagement—and the incredible Big Data insights that result—been so ripe. So it comes as no surprise that investment in social media technologies is steadily increasing, leveraged not only for improved one-on-one communication but also to drive more dynamic marketing campaigns and digital advertising initiatives.
Though familiar sites such as Facebook may be common strongholds, research shows that emerging channels are quickly gaining interest. In fact, according to a recent survey by Advertising Age, 72 percent of U.S. marketers are interested in allocating their advertising budgets toward Instagram, a robust statistic coming in substantially ahead of the Pinterest, the second-place channel, at 41 percent.
The Boom of Digital Advertising Means New Ways for Marketers to Connect
Additionally, as digital advertising continues to boom, traditional platforms such as television advertising, are simultaneously experiencing a slowdown. A new study by Carat, the top global media network, found that since 2012 and projecting through 2016, TV advertising will grow between 3 and 4 percent each year, a relatively slow pace compared to digital advertising, projected to grow between 14 and 16 percent. To put it in perspective, in 2012, TV advertising accounted for 43 percent of all advertising spend, compared to just 17 percent for digital. By 2016, that number is expected to be down to 41 percent for TV, jumping to 27 percent for digital.
So what does this mean for marketers? Finding a CRM platform that seamlessly integrates across social media channels, increasing and improving digital advertising efforts, is key.
For example, the Salesforce Marketing Cloud runs on the Social.com platform, with features including an inline image editor that allows users to directly enhance their social media image content (including hand-drawn annotations, filters/effects, and hashtags); a content management system that allows effortless integration of approved content (think stock photos, trending conversations, and other media) into posts and campaigns; content sharing and analytics capabilities to see who’s posting what, and how it’s performing; and simple channel management functionality that takes the guesswork out of juggling multiple social media accounts at once.
Staying in the Loop: The Importance of Social Connectivity Across the IoT
In the era of the Internet of Things (IoT), maximizing engagement is key, and if customers don’t receive the type of personalized content, tailored campaigns, and targeted messages they’re expecting, a competitor’s offering is a simple click or swipe away. You already depend on your CRM system to organize and streamline your communication efforts—successful companies will be those that also leverage their software investment to grow their social media presence and ensure an opportunity for connectivity—and profitability—is never missed.
Reiss-Davis, Zachary, “Advertising Insights: Instagram Interest, Reach Millennials on Facebook, Video Ad Growth,” Salesforce, October 14, 2015.
“Newer Social Ad Venues Intrigue Marketers,” eMarketer, October 7, 2015, http://www.emarketer.com/Article/Newer-Social-Ad-Venues-Intrigue-Marketers/1013075.
“Carat Ad Spend Report: September 2015,” http://dentsuaegisnetwork.com/m/en-UK/Carat%20Ad%20Spend%20Sept%202015/Carat%20Ad%20Spend%20Sept%202015%20FINAL.pdf