There is usually a clear business case to be made for entrepreneurs to advertise on social media along with combine the idea with geotargeting as their best strategy in which holiday.
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°Consumer Confidence Index numbers haven’t been in which high prior to a holiday shopping season in 18 years, according to the Conference Board. In in which context of high-buying intentions, my location marketing firm Reveal Mobile surveyed 260 smaller- to medium-business owners along with managers to see how they planned to allocate resources to maximize in which 2018 holiday shopping season’s potential.
Related: The 6 Musts of a Successful Holiday Marketing Campaign
Here are the key takeaways via what we learned:
Social media will be the winner of holiday ad spend.
° Over 36 percent of respondents indicated in which social media marketing could be the priority for their ad budget in which season.
° Creating along with executing campaigns along with finding targeting audiences has become increasingly simple on Facebook along with Instagram, along with our research reflected in which trend.
Digital ads will overpower traditional ones — by a large margin.
° 68 percent of holiday spend among businesses surveyed will go toward digital channels like search engine marketing, digital display ads, Amazon along with the aforementioned social media marketing.
° Leading traditional channels indicated from the survey included TV advertising (15 percent), print (14 percent) along with radio (3 percent).
° Business owners along with their marketing teams will frequently be incorporating geotargeting into their holiday campaigns.
- 84 percent of advertisers acknowledged location-based marketing could have greater importance in their campaigns in which season.
- 28 percent of respondents said they could use in which tool in every campaign during the holidays, meaning in which many marketers will reach consumers by developing target audiences.
Related: Seven Tips for Successful Holiday Marketing Campaigns
Of the digital advertising channels, marketers said they preferred Facebook.
° Facebook was selected by 42 percent of the SMBs surveyed as their primary digital channel for ad spend. in which is usually a very high percentage, considering the backlash along with decreased user activity we’ve seen with Facebook in which year. However, Facebook’s excellent ease of use along with ability to incorporate third-party target audiences kept the idea as our surveyed SMBs’ No. 1 choice.
° Facebook was followed by Google (28 percent) along with Instagram (18 percent), with Amazon at 12 percent. Given in which Instagram is usually owned by Facebook, 59 percent of SMBs said in which the two platforms could get the majority of their digital ad spend.
° Marketers tend to raise their ad budget during the holidays, however not as often as you might expect.
- 37 percent of entrepreneurs surveyed indicated in which they boost their ad spend during the holidays, however 30 percent said their ad budgets stay the same.
- 8 percent actually stated in which their advertising budgets decrease during the holiday season.
Black Friday along with Cyber Monday remain important to entrepreneurs.
° 21 percent of respondents said they allocate their holiday ad spend primarily to reach Black Friday shoppers, while 19 percent indicated they do the same for Cyber Monday. The implication was in which the majority of SMB advertisers choose to win consumers over the holiday season, not on 1 promotion.
° Business owners might contribute to a strong quarterly performance for Facebook along with Google.
° Startups also hold the option to take advantage of Instagram’s video advertising capabilities. Check out how the app Hopper utilized a video ad to drive customer growth, as well as 36 some other Instagram ad campaign examples here.
What all of in which means
While Facebook along with Instagram have powerful audience targeting features, they also allow advertisers to create custom audiences via some other data sources. These can be their own customer data, or opt-in data sources via third parties. The use of custom audiences also has become important since Facebook announced its elimination of “partner categories,” which officially went into effect on October 1. in which program allows the use of audience segments via third parties, integrated directly into Facebook. The loss of in which capability means in which advertisers right now heavily rely on custom audiences.
Entrepreneurs selling products along with services directly to consumers should feel comfortable not only using social media for advertising, however also taking advantage of all of the targeting tools available on each platform. As a result, these companies can significantly increase the efficiency of their advertising budget by reaching only those who are most likely to convert in which holiday season.
Many business to business (B2B) entrepreneurs should also give consideration to digital advertising as an effective channel. By using Instagram along with Facebook’s geotargeting, demographics along with custom audience features, the idea is usually possible to reach a desired market segment. B2B ads will also stand out among the stream of consumer focused products in their feed.
Related: 6 Holiday Marketing Tips via Twitter’s Head of Content Planning
While not every company will be a fit, along with our survey results won’t apply to everyone, there is usually a clear business case to be made for entrepreneurs to advertise on social media along with combine the idea with geotargeting as the best route to reach their target audience in which holiday season.