Are Branded Pages More Effective Than Paid Ads?

587214_handsAn interesting article on eMarketer suggested that brands rely more on branded pages than on paid ads. In fact its estimating that social network ad spending will increase to $4.2 billion by the end of 2013.

Brands however are looking for more than targeted display ads on social media platforms. Today, successful brands know they need to engage their customers online with special content that enhances their brand experience.

In the article:Forrester Consulting, on behalf of digital marketing firm Kenshoo Social, surveyed US advertisers who spend at least $100,000 on social media ads annually. The research firm found that 73% of respondents used branded pages on social networks to deliver messages, making it the most popular social media tactic among social advertisers. By comparison, 56% had purchased ads on a social media platform, while 52% had created branded accounts on microblogs such as Twitter.

In addition, six in 10 social advertisers who either purchased ads or paid to promote content on social media properties rotated through multiple pieces of creative. while a much smaller segment was interested in niche audiences… a sign that advertisers may be writing off some of the potential benefits of ad targeting on social media.

Regardless, digital content is key for a successful marketing strategy. With social media networks gathering a wealth of information on its users, advertisers would be foolish not to use the data to develop targeted messages.

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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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