Social networking has quickly become a common aspect of everyday life. But while Facebook, Twitter and Pinterest may seem like omnipresent entities, they’re far from comprehensive when it comes to social media. Currently, some 200 major social networks operate around the world, each targeting different social groups, interest areas and regions.
Businesses looking to deepen their roots in global markets can’t afford to limit their mobile ads, brand development and customer engagement to this top tier of social networks. As such, they’re going the distance to reach new customers in fresh ways. According to the Forrester Research Social Media Forecast, 2013 to 2018 (US), social media will become increasingly valuable to businesses as they hone their marketing efforts.
This is not necessarily a surprise. However, what may come as a surprise to some executives is the significant role mobile ads will play in creating future success.
Going social through mobile devices
Don’t be fooled into thinking that social networking in the United States is poised to level off. Social media users continue to grow in numbers, and they’re getting more comfortable using mobile devices for those purposes. According to Forrester, the number of U.S. residents using mobile devices for social networking is expected to surpass 200 million by 2018.
Furthermore, nearly 25 percent of those users will engage in social networking exclusively through social media, while the remaining majority will split time between mobile and personal computing devices. Social media mobile applications will continue to rank among the most popular apps, and the report projects an increase in the active use time for those apps.
The mobile value for social marketing
Naturally, these shifting trends have wide-reaching implications for how marketers attempt to engage social media users. The data is already promising, given that mobile ads can be a more lucrative strategy than other campaign efforts. Multiple studies suggest that mobile ads are more effective than desktop ads at generating higher click-through rates, in turn increasing campaign efficiencies and potential revenues.
And native ads based on social information achieve much higher rates of engagement than standard ads displayed without regard to social data. With so much social information available to help customize display ads, marketers can achieve much higher engagement rates and results from ads, whether measured by click-throughs or impressions.
This new form of advertising introduces key marketing variables that distinguish it from display and search ads, which have a much longer history on the Internet. That means they are likely to evolve in the coming years in ways that could further improve mobile marketing campaigns and reap huge returns from mobile ad spending.
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