DigiKnow: Effectiveness of Mobile Facebook Ads, Social Media ROI and Burt’s Bees Buzz

by on November 2, 2012

in DigiKnow, Mobile, Online Marketing, Social Media

DigiKnow: Effectiveness of mobile Facebook ads, Burt's Bees generates buzz, social media ROI

1. Are Facebook Mobile Ads Effective?

Facebook reports that 60% of users are mobile

Last June, Facebook announced that advertisers would ow be able to place mobile-only ads. Early results showed great success, but was it a fluke? Or are Facebook Mobile ads a better way of advertising?Are mobile Facebook ads more effective?

Overall, the answer  has been “yes!” For example, Nanigans, a company that purchases Facebook ads for clients, reports Sponsored Stories average 12 times higher click-through rates on mobile devices than on desktop computers. It also discovered people who make their first purchase on mobile are 2.5 times more likely to make a second purchase and will spend 8 times more money.

So, why are mobile ads effective? Here are some ideas from HubSpot:

  1. Ad units are served within mobile users’ News Feed
  2. Low competition with other advertisers
  3. Mobile-only ads are fairly new and users are curious

Experimenting with Facebook Mobile ads does come with a few risks. First, since ads are placed directly in News Feeds, users may become overwhelmed if competition grows too large. Second, as the number of mobile advertisers grows, available impressions will decrease and cost will inevitably increase. Now is a great time to experiment with mobile-only Facebook ads by combining them with other online efforts. Contact us for ways to enhance your online campaigns.

2. Social Media’s Delayed ROI

Marketers look at social ROI in a different light
Marketers have long debated the effectiveness of social media on their bottom line. While traditional paid advertising can often be measured by impressions or clicks, social media is far more complexROI from social media

Mashable recently posted an article that explains new ways of looking at the effectiveness of social media campaigns. They suggest considering the following points when planning new campaigns:

  • Share of voice – How do you stack up against your competitors (i.e. number of fans, followers, pinners, etc.)?
  • Conversations – Stop speaking at your audience and relate to them. Ask them questions. Start meaningful conversations.
  • Advocates – Who are your brand advocates and how are you leveraging them?
  • Product guidance – Are you utilizing the free real-time focus group audience, also known as your followers?

Mashable claims that since social media does not belong in the marketing funnel, but instead is an overlay of the marketing funnel, social media is really delayed ROI. Results may not be as immediate as other mediums, but it is something that is built up over time and utilized in different ways. In social media, it is more important for marketers to ask themselves what they have learned from their customers and how they can apply that to their business practices.

3. Burt’s Bees Creates Buzz

A billboard in Minneapolis gets a face lift

Burt's Bees generates buzz with a flakey billboardIt is always exciting to see how a company can take a fresh perspective on traditional mediums and uplift a creative message in a way that interacts with the target audience. Burt’s Bees has done just that. They wanted to promote a skin care product to women in downtown Minneapolis. The premise was a billboard that originally showed a woman with dry, flakey skin. Material, which was actually made of coupons for the product, was then peeled off of the billboard to reveal the product and the same woman, with a fresh face.

The interesting piece of this campaign was not the billboard itself, but how well Burt’s Bees understood their target audience and how the campaign lived on beyond just a billboard. First, they knew where to reach their audience and that they would respond positively to receiving tangible coupons. Then, a time-lapsed video was posted on YouTube which was then able to click-through to Burt’s Bees Facebook page. Thus, the campaign was able to live on after the billboard was taken down and the video received over 30,000 views in its first week.

4. EXTRA!…EXTRA!…Where Are You Reading News?

More than 1/3 tablet users read newspapers on their device each monthmore people are reading news content on their tablets

There is no denying many newspapers and magazines have seen declining circulations in the last year or more. In order to combat this, many print publications have found ways to make up ground in the digital space. Recently, Newsweek announced it will be transitioning to an all-digital format in early 2013. How long will it be until other publications do the same?

ComScore reports that more than one third of tablet users read newspapers on their device each month, while an even greater number read magazines. eMarketer recently posted a report showing males 25 to 44 with a higher income read newspapers on their devices, and a wider age range of males read magazines on their devices. The Kindle Fire is the most popular device to read both magazines and newspapers on, but only by a small margin. For a deeper look at who is reading magazines and newspapers on tablets, read the full story on eMarketer.


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