Facebook, the social media giant with over 2.5 billion global users,hit the milestone of acquiring 2 million advertising customers. Although Google still ranks first when it comes to advertising, the news is not surprising in light of the 2015 State of Marketing report that Salesforce released earlier this year. The report states that the top three most effective digital marketing channels and strategies were email marketing, social media advertising, and social media listening (monitoring).
This data is demonstrative of just how powerful social media advertising can be. Yesterday, CEO of Facebook, Mark Zuckerberg, delivered a keynote at the Mobile World Congress 2015 summit that discussed the globalization of the internet, bringing the web to developing countries, the internet.org app, and mobile commerce. Facebook head of technology and mobile strategy, Jane Schachtel, detailed the trends she expects to see this week as well. Social media advertising is bigger than ever.
In that same vein, marketers are going to need to leverage other digital advertising strategies as well and a few other things came to light. Some of the digital marketing channels and strategies that marketers were least likely to continue thru 2015 were blogging, corporate website, and native advertising. The reason that marketing professionals said they were not sure or unlikely to pursue these channels/strategies was because of lack of training and/or understanding of how to best leverage these channels/strategies to promote their respective brands.
Upon further investigation, it became apparent that a severe lack of knowledge on how to leverage very powerful platforms for marketing and branding was the norm among professionals.
In fact, according to this Copyblogger article, a good chunk of the marketing/PR community has little-to-no understanding of what native advertising is- their 2014 status report showed that: “49% of respondents don’t know what native advertising is, 24% are hardly familiar with it, another 24% are somewhat familiar, and only 3% are very knowledgeable.”
The reason why this could be so devastating for many brands is because these channels and platforms are the most effective for content marketing. This article discusses how the latest Google algorithm overhaul known as “Hummingbird” focuses heavily on “T” shaped authorities- which are brands that have a very wide knowledge base, but a deep, focused understanding in a few key areas. Blogging, use of corporate websites, native advertising, are all fertile grounds for demonstrating this sort of authority.
This year, social media advertising, and other novel approaches to digital advertising, like native ads will reign supreme. Brands that fail to use these strategies will be left behind- and unfortunately it appears that quite a few brands have already made that decision.
For more information on how to leverage novel marketing and PR strategies to promote your brand, stop by the inbound marketing blog from Daly Marketing
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