Social media advertising and marketing trends – eMarketer

Article Synopsis :

Social media is increasingly powerful and the strategies used to tap its  potential for customer expansion are varied and dynamic.

There is no one way to succeed on social media platforms; the goal is to find your way …

In “Social media advertising and marketing trends”, eMarketer offers a roundup of articles, interviews and insights covering the latest trends in advertising and marketing on social platforms. The report helps readers understand how brands are capitalizing on the social media space. Although the report is not specific to insurance the insights are relevant to carriers striving to use social channels to influence a target audience. Specific report findings include:

• By 2018 social networks will grab about one fifth of worldwide digital ad spending and 45.0% of display ad spending
• Video is becoming a more important part of the social marketing mix. According to Animoto, based on research conducted in May 2016, nearly 71% of US marketers plan to use social video ads in the next 12 months
• Among platforms, Facebook yields the best return. Studies from Social Fresh, Firebrand Group and Simply Measured reveal nearly all (95.8%) marketers surveyed worldwide tout Facebook as offering the best ROI
• Marketers are moving from experimentation to full rollout on video-ad spending
• More brands are using Emojis in social media posts
• Overall, marketers are open to new social media venues and want to be where their customers are

The findings reinforce the view that brands need to put themselves in the shoes of their customers, providing information they seek in ways they want. Done properly this builds trust which leads to loyal relationships.

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