Digital advertising channels continue to dominate the global ad market. In 2017, for the first time ever, global digital ad spend surpassed TV advertising. In terms of the market as a whole, a recent forecast expects a global ad marketing expansion of 4.5% this year and 4.2% in each of the next two years. And…
It’s been two years since Facebook introduced Marketplace, a platform that allows consumers to purchase and sell items locally. Currently utilized by over 33% of Facebook users in the US, Marketplace helps consumers find what they’re looking for, from clothing to cars and everything in between, all from a single location. In commemoration of the…
By now, all businesses are aware of the influence digital media has made on the path to purchase. Specifically, social media is now a prominent channel for engaging, targeting, educating and influencing consumers. However, many consumers are reluctant to purchase from them directly. A recent survey of 1,046 US consumers from SUMO Heavy Industries revealed…
Previously only available to big brands, Pinterest’s “Shop the Look Pins” are now available to all businesses. This free product-tagging tool allows businesses to tag Pins that feature products they want to sell, helping Pinterest’s over 250 million active monthly users go from discovery to purchase. The tags appear as white dots that users can…
Two recent studies give us further evidence of reputation a best practice: responding to consumer reviews within a day. An analysis of reviews and response patterns on TripAdvisor found that hotels responding to reviews saw an increase in the number of reviews they received overall as well as a boost in their actual ratings. The authors found that…
Even with recent data and political controversies, Facebook remains an incredibly useful tool for brands to communicate with their target audiences. And, despite recent algorithm changes that have made it difficult for brand’s ad content to show up in user’s News Feeds, there is still an abundance of ways to reach and engage with consumers…
In April, Facebook shared that it sought to improve its ad platform following alleged misuse that involved discrimination. The company has recently announced updates to its ad targeting tools designed to defend people against such discrimination. Facebook has removed more than 5,000 targeting options, including limiting an advertiser’s ability to eliminate audiences based on factors…
Multi-location brands are missing a major opportunity if they aren’t fully utilizing local Pages for each of their stores, restaurants or business locations. Data show brands will see more engagement and organic reach with a local strategy than with a single, corporate account. But the two strategies are complementary. During a recent webinar, SOCi‘s CMO Monica Ho…
A new digital advertising benchmark study from AdStage analyzed 8.5 billion impressions and 93 million clicks on digital ads across Google (search and display), Facebook (Newsfeed), Instagram, LinkedIn, Twitter, Bing and YouTube. The findings identify the channels that are best for driving actions and/or for keeping costs down. The average cost per click (CPC) from…
While businesses big and small recognize the importance of social media for engaging with new and existing customers, many aren’t doing so effectively. An example of this comes in the form of social content. New research suggests a disconnect between the types of content marketers prioritize and the content consumers want. A new Sprout Social…
