What do we know that has changed in digital media audiences for 2018? There are many numbers being crunched but here are 10 facts you may want to consider when it comes to your 2018 Marketing Plan.
- Facebook still offers the most digital advertising choices when it comes to targeting your market and reach people where they hang out while at the same time letting you determine the action you want users to make.
- Facebook is an aging market with many younger users (under 20) limiting their time on the platform while graying Americans are increasing in number there and are learning to navigate it to keep in touch with relatives and friends.
- Instagram has moved from a completely younger market to a market that is reaching a wider spread of Americans under 35. However, Facebook still has the numbers and since Facebook owns Instagram you can buy ads there on both.
- Snapchat is the preferred platform for users that are younger than 25.
- Stats show that digital advertising for social media continues to climb and the platforms are getting more sophisticated in terms of targeting the viewer. Facebook by far received the lions share of digital marketing money on social media.
- Pinterest still is the most Direct Response Social Media platform & delivers twice the average purchase price. 97% of Pinterest Users have purchased from a pin.
- Youtube still offers the most potential as a platform for Corporate America as it is still untapped by over 88% of American companies who could have a 24/7 station.
- Facebook, Pinterest and Instagram now have Buy Now platforms that allow you to go directly from an ad to a shopping cart or landing page for a one click purchase.
- Facebook has added advertising options that allow Facebook ads to optimize based on a click to a landing page including prioritizing clicks of visitors who linger.
- Facebook and Instagram offer lead ads as part of their advertising platforms enabling companies to get more measurable results—even if they are not retail.
- Google Adwords, continue to be unrivaled in terms of keyword search and delivering people actively making a purchasing decision. So if you are not using search in your advertising plan you are missing people who are purchasing now.
For more information on what you can do to enhance your digital marketing plan, contact us at Tailor-Made Advertising and request our media planning worksheet to review some options for your marketing goals.
Liz Harsch is a media planner and trainer for small business owners with Constant Contact, SCORE, SBDC, SBA, Cities and MWD and County outreach partners, APICS plus many Chambers of Commerce since 2008. She owns Tailor-Made Advertising in Torrance, California and provides marketing, training and consulting to identify marketing and media alternatives for business owners. She can be reached at 310-791-6300 or by email at liz@adteamla.com. You can also view her workshop schedule here.
