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Top 5 Local Ad Stats of the Week: SoMoConf Takeaways

As many of you know, we hosted the Social + Mobile: Show Me the Money! Conference alongside the Local Media Association and Borrell Associates this week.  With an agenda featuring social and mobile powerhouses like Facebook, Instagram, Pinterest, LinkedIn, YP, ESPN and others, the insights were powerful.

In addition to hearing from these social and mobile pros, we also got to hear about some money making strategies and case studies from local media organizations that have successfully navigated the social and mobile landscape.  From mobile apps to social media management, local media professionals are finding a variety of innovative ways to solve the SMB’s marketing woes.

While it wasn’t easy, here are our top 5 takeaways from the event:

  • Not all social media metrics are insightful. For instance, engagement might not mean performance because when looking at article shares on LinkedIn, people actually share articles before they read them. (LinkedIn)
  • Marketing mix matters a lot.  One case study showed that by allocating 16% instead of just 1% of an awareness building campaign budget to mobile, one cell phone developer would have increased overall campaign performance by 12%. (Mobile Marketing Association)
  • The average consumer spends around $500 during the holiday season and there is already a huge opportunity to capture ad dollars during this time of year. (Bing)
  • Digital engagement is almost completely uncorrelated to offline sales. (Facebook)
  • When looking at 10K mobile campaigns, there was a 2x increase in click-through rate (CTR) on campaigns that were geo-targeted. (Thrive Analytics, SMG Local Spectrum)

Be sure to check back next Friday for our next edition of Top 5 Local Ad Stats of the Week. Have a great weekend!

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