IAB: Social media still has a lot of growing up to do

Social media still has a lot of growing up to do, say marketers from both agencies and client-side, of which 3 in 10 say they do not believe social media yet has an important role in the overall marketing function….

….The survey found that, currently, less than half (43%) of social campaigns were integrated into the wider marketing function and more than half of brands never measure social media ROI. Agencies, on the other hand were more likely to measure social ROI with 35% claiming to do so some of the time…..

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Source: BizReport

Holiday Shopping Is Chilly for ‘Buy’ Buttons at Twitter, Facebook and Pinterest

Ecommerce isn’t the same landscape for everyone. Mike Shields reports for The Wall Street Journal that a specific breed of aspirational, lifestyle retailers, such as trendy home decor or wedding-centric outlets, are driving massive shares of their traffic via Pinterest. But for the 10,000 largest retailers, on average only 4% of all traffic comes via social media. Social media companies are fighting to become important pit stops in the digital shopping funnel, but it’s not so easy. Related: Social buy buttons and direct commerce on social media have largely been a dud.

Source: Mike Shields: Wall Street Journal and Jason Del Ray <re/code>

Here’s Why Consumers Can’t Get Enough of Brand Content

Instagram is by far the leader

Advertisers have something to celebrate: people are clicking on brand content so much that the rate of engagement is growing faster than brands are putting out new content.

According to new data from the firm Shareablee, in the first quarter of 2015 people engaged with brand content in the U.S. 52% more frequently than during the same time period last year. Read More

 

Source: Time

Instagram to Open Platform to All Advertisers This Fall

Jim Squires
Director of Market Operations
Instagram

Instagram plans to open up its platform to all advertisers this fall. Jim Squires, director of market operations at Instagram, spoke with eMarketer’s Debra Aho Williamson about how advertisers will be able to use Facebook data for targeting and how the ad buying process will change on Instagram. Read the interview here: 

 

Source: eMarketer

TV ‘less and less relevant’, says Bacardi marketing boss as brand trials programmatic

 

Bacardi is set to distance itself from TV-led advertising with the drinks firms suggested some of its brands may shift their entire budget to social and digital marketing as it looks to target the younger market.

Global chief marketing office Dima Ivanov refused to completely rule out further TV advertising but said he “sits in the camp” of those who believe the medium has had its day.

“I would agree with that [that TV has become less relevant] and it is proven by the fact how much time the younger generation spend watching any TV program,” he told Mumbrella. Read More….

Source: Mumbrella

How Popular is Instagram With Youth?

It’s well established at this point that Instagram’s users skew young, and recent research suggests that it is now teens’ most important social network. New data from a Shareablee and comScore webinar shared with MarketingCharts confirm Instagram’s popularity among young adults, indicating that 18-34-year-olds spend more time on Instagram than on Twitter and Tumblr, combined. Interestingly, though, while Instagram’s smartphone audience skews heavily towards younger age groups, the age composition of the platform’s tablet audience reveals a slightly different pattern.

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Source: Marketing Charts | June 2, 2014

Study: Forget campaigns, get personal with Millennials

Have a great product for Millennial consumers? Forget the all-out television, radio, print and online campaigns. According to new data out from SDL the best way to reach and engage Millennials is to get personal and build a relationship. Read more »

Facebook newsfeed CTRs overshadow other ad placements

Is there a difference in click-through rates between Facebook ads in the newsfeed and those placed at the right-hand side? Yes, a massive difference, according to recent insights provided by Adobe.

Adobe’s findings, released ahead of Facebook’s earnings announcement this Wednesday, reveal that newsfeed ads on the social network achieve 14 times the click-through rate of standard right-hand side ads. Furthermore, cost per clicks was comparable Read More…

Source: BizReport | Helen Legatt