Mobile and social media are powerful engagement channels between companies and today’s increasingly digital consumers. However, organic reach for businesses has been declining across social media for years. In January 2018, Facebook announced it’s shifting what is shown in News Feeds even stronger toward posts from family and friends. This shift signals a move toward what many call “Facebook Zero,” when Facebook will no longer show any business posts for free.
There’s never been a better time to invest in mobile and social media advertising. Here are five reasons why:
Meet consumers where they are. eMarketer predicts the average time U.S. adults spend on their mobile devices each day will increase more than one full hour, from 2:33 in 2014 to 3:36 in 2019. Moreover, during that same period, time spent on social networks will more than double.
Micro-target. Consumers’ social media and mobile behaviors are chock full of information about their preferences, life stages, location, and more. All this data can be used to target ads and marketing messages to consumers most likely to engage. The Denim platform has aggregated more than 1 billion data points on consumer engagement with hyper-local mobile and social media ads powered for insurance and financial services companies. The data contains rich stories about consumer behavior that we’re using to help customers make smarter marketing decisions.
Scale. Social media advertising is a great fit for companies operating with an agent model because it allows corporate marketers to launch local campaigns on behalf of individual agents or advisors. But here’s the challenge: To do that through a platform like Facebook Ads Manager requires the corporate marketer to set up a separate campaign for each agent or advisor — a tedious and time-consuming task. The Denim platform solves that by enabling the marketer to scale hyper-local ads for thousands of agents and advisors across Facebook News Feed, Instant Messenger, mobile websites, mobile apps, and more in just two minutes.
Improve ROI. Advertising dollars can go a lot farther on mobile and social media than on other more traditional channels. Social media advertising follows a pay-per-click model, meaning you pay when users take the action you want them to take (such as clicking through to a web page or filling out a lead form).
Track results. Engagement on social media — such as likes, comments, Tweets, retweets, downloads, shares, and posts — are easier than ever to track and are effective in measuring the success of a brand’s reach. With the Denim platform, easy-to-understand analytics allow marketers to access real-time campaign data and share local insights with participating agents and advisors in just two clicks. These insights provide valuable information about the impact and ROI of campaigns and lead to smarter decisions.
Advertising on mobile and social media is one of the best ways to connect with today’s digital consumers — and it’s only getting better. If you need help refining your mobile and social media advertising strategy, we’re here for you.
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