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November 12, 2014
Another New Guide to Social Media Advertising
 
It is those professionals who are constantly looking for improvement in tools and practices who pore over the dozens of reports that come out every month. We look at white papers addressing retail technologies, consumer behavior, agency performance, and the latest and newest in social media.
 
Sometimes it is difficult to separate the good reports from the bad. In other cases, the difference between a paper grounded in research and data versus a report that isn’t is quite startling.
 
And more, some reports regurgitate what everyone already knows.
 
The report done by Kinetic in partnership with AdAge’s Content Strategy Studio on social media advertising is refreshing in the sense that it provides hard data, formative conclusions, and new information. It still cannot yank itself away from the tired “best practices” content, but all the content before it makes up for that.
 
Some key points include:
 
More Growth in Social Media Attention. According to one of the surveys sent out in May 2014, 71.2% of brands expect for their social media advertising to increase.
 
The Switching Cost From Desktop to Mobile is Worth It. It is the intent to buy that matters the most when it comes to advertising. A wonderful graphic from Kinetic Social in the report showed that although the eCPM rate is higher with mobile than it is with desktop, the action rate is much higher on mobile than desktop. Awareness is one thing, but action is where marketers want to be.
 
The Reason is Still Awareness. Based on an AdAge survey, nearly 40% of marketers surveyed use social media to build awareness for their brand. This shows that either social media is still proving not to be a viable source to increase revenue, or marketers still haven’t discovered the right methods of messaging in a non-intrusive manner in order to create a positive interaction and create a sale. Or, it could be both.
 
The social media environment, though nearing maturity in some cases, still has much more room to grow. It was interesting to see that social media has reached a coverage in America that rivals the golden age of television. Perhaps we will see an advertising renaissance on social media.
 
Only time will tell.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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