As the temperature drops from warm to chilly, the leaves alter its colours, and Starbucks drinks begin to taste like pumpkin, autumn ignites the time for change. But it is not only these expected lifestyle aspects that are changing; the digital marketing world has seen the difference, too. AdWeek recently published an article that highlighted some of the previous week’s eye-catching digital marketing data. As the season’s change, brands are looking to capture as many holiday sales in the coming weeks.
Facebook and Instagram are dominating the digital marketing world, with forecasts that both platforms will “control nearly 65 percent- roughly $16.3 billion- of brand’s social media budgets.” With nearly 2.5 million advertisers spending money on Facebook ads, the social media giant has recently partnered with Nielsen’s Digital Ad Ratings division to enhance the analytics on the platform. Facebook is attempting to capture large brands to spend more on video advertising on the platform rather than only television. The new purchasing product, TRP (target-rating points) Buying, worked with Nielsen to showcase that Facebook video impressions from the sample group testing provided twice as more likely to attract target audiences. This partnership ensures that Facebook and companies are capable of receiving accurate success measurements on ads. On average, Facebook Ads received a clickthrough rate of 1.5% and cost per click of $0.27. In class, we identified the importance of having SMART objectives for digital campaigns, and these metrics prove that allocating money to social media promotion is effective.
Consumers are spending an average of 40 minutes on Facebook per day, 11+ hours online. This growing trend signals that brands need to continue interacting with customer’s online, and measuring success has become easier. Consolidating TV advertising with social media is going to be the golden ticket for brand awareness success. The prevailing digital landscape is ever growing, and it behooves companies to pick up on this trend. Just as the seasons are changing, it is time for brands to adjust their digital marketing strategies to online in order to grab a larger portion of their target market for the upcoming holiday season.
