US Marketers Have Most Confidence In Areas That Are Least Important

A recent study by Adobe as reported by eMarketer shows he areas that marketers deem most important.

The usual suspects show up at the top of the list but if you are a PR person or an event person this chart may be very disturbing.

Most Important Marketing Areas Next Three Years

Now look at where marketers have their greatest confidence. It’s in the areas that are the least important! This is something that should disturb marketers and those they serve.

Marketing Areas US Marketers Most Confident

What do you say about findings like this? Marketing will only be as good as the skills that marketers possess and act on with confidence. This apparent disconnect once again points out the difference between the hype that surrounds much of the digital space and the reality of just how good marketers actually are at this stuff.

Facebook Simplifies Ad Tool and Asks ‘What’s Your Objective?’

What’s your Facebook advertising objective?

Seems like a simple enough question but it’s one many small business owners have trouble answering. More is usually part of the equation, but more what? More likes? More sales? More traffic to your website? If you don’t know your objective, you can’t measure your results and that means you could be throwing away good money on ads that aren’t working.

Facebook says they now understand that objective is more important than size and target numbers, so they’ve simplified their ad buying tool with this in mind.

You start by choosing your objective from a list of options:

facebook ads whats your objective

Social Ad Buys Remain Relatively Small but Growing Percentage of Marketing Spend

The day that Facebook (and now Twitter as its IPO is approaching) is waiting for is when the percentage of ad budgets spent on social media advertising matches the amount of talk there is about paid social media advertising.

Talk is apparently cheaper than ever these days since social and its retargeting capabilities etc etc are talked about incessantly but as shown by the chart below from eMarketer it still garners a relatively small percentage of marketing spend.

Social As Percentage of Ad Budgets

While it may seem low to some the real question is how far will it grow? As Twitter and Facebook mature as advertising platforms and their product sets get deeper it will likely help more and more ad spend get funneled in their direction.

Facebook New Features Aim to Help Conversions and Engagement for Mobile Ads

Facebook has announced new features that are designed to increase engagement and conversions. Those words are music to any marketers’ ears for sure. It is also something that Facebook stockholders are going to be excited about too.

On the Facebook for Business site we read

To help drive engagement and conversions, we’ve added new features to mobile app ads that are designed to help businesses reach people that have already downloaded their apps and direct them back into specific features, content or products within the app.

Businesses can now choose from seven different calls to action within mobile app ads. These include universal actions like ‘Open Link’ or ‘Use App,’ along with more vertical-specific calls to action: ‘Shop Now,’ ‘Play Game,’ ‘Book Now,’ ‘Listen Now,’ or ‘Watch Video.’ From these calls to action, businesses with deep links can send their existing customers directly into customized, specific locations within their apps, such as new content, sales or product promotions.

It must be important because they made a video

This is pretty big. Take a look at this call to action for this advertiser

Facebook Updates News Feed Algorithm to Show More Relevant Ads

facebook news feed relevancePutting your ad in front of thousands of Facebook users sounds like a nice way to boost your biz. But what if everyone who sees your ad lives on the West Coast and you sell flowers in Boston?

Facebook’s updated News Feed algorithm should help with that.

I give Facebook a hard time, but they have a tough job balancing the needs of the marketers with the needs of the users. They have to accept enough ads to keep the profits rolling in but not so many that users get annoyed and leave.

They also have to deliver an experience that results in a good return on investment for marketers while at the same time appealing to the interests of the user.

Promoted Pins Coming to Pinterest

Pinterest LogoHey, you knew it couldn’t last forever, right?

No social media player worth its salt can keep going without generating revenue via some form of advertising / promotion and it looks like Pinterest is no different.

In a post on the Pinterest blog, CEO and Co-founder, Ben Silbermann, promises that these pins being promoted from certain businesses don’t announce a new ad littered Pinterest experience. Obviously, the folks at Pinterest are expecting a little backlash and are doing what they can to nip it in the bud.

I know some of you may be thinking, “Oh great…here come the banner ads.” But we’re determined to not let that happen. While we haven’t figured out all the details, I can say that promoted pins will be:

Enjoy Your Ad Free Instagram While You Can

facebook-icon 1 Instagram is owned by Facebook.

Based on that fact alone, did you think it would be ad free forever? If you did I have some ocean front property in Kansas you need to give me a check for right now.

According to an article in the Wall Street Journal you can expect your ad free Instagram experience should expire within a year or so if all goes as planned. We learn from the article that a Ms. Emily White will be one of the pivotal players in this change.

As director of business operations, the 35-year-old Ms. White effectively is the new chief operating officer of Instagram, the point person charged with turning a billion-dollar acquisition that has never made a cent into a real business. Mr. Systrom, co-founder of Instagram, still makes the ultimate decisions, but it is Ms. White who is responsible for courting brand marketers and laying the foundation for advertising.