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.
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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Digital Insurer's CommentsAs social media’s demographic expands into older age groups insurers need to leverage this ‘free’ resource to not only augment but shape the way they do business and connect with customers on a daily basis.
Social media analytics provide hard metrics on consumer habits and trends. Strategy defined, direct feedback brings insights leading to qualified leads, improved conversion rates, and ultimately higher profits.
Success on social platforms is as much art as skill. You can’t dabble in the environments, you must live in them as they’re highly dynamic. Digital insurers dedicate teams to the major social platforms (Facebook, Instagram, Pinterest) much as they dedicate agents to specific geographic markets. There is no one way to succeed at social media marketing; the goal is to find your way.
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