In the United States, advertisers or merchants are willing to spend over 50 billion on today’s digital advertising. This surveyed figure from the eMarketer study showed spending for the year 2014 alone. From the 50 billion, a total of $29.61 billion is allocated to direct response initiatives. Social networks are basically paying close and keen attention given the rapid and huge growth of the digital direct response tool which skyrocketed to $4.74 billion over the previous year. Facebook’s Response to Direct Response Growth The likes of Facebook quickly took notice of the significant and dramatic growth of the direct response tools in the digital ad spending industry. Thus, one of the biggest and internationally used social channels have taken the step to update their ad buying as well as reporting tools in an objective-based manner. According to reports and survey results, the advertising in Facebook will no longer be about bid type or ad unit but instead about lower-funnel objectives. Marketers are more interested in app installs, video views, offsite conversion and mobile coupon claims. Direct response marketers are now eyeing Facebook because of the newly upgraded tools and features in the social networking site. If maximized to its fullest capacity, the new Facebook tools will be able to convert quality site traffic to surefire sales and profits. Reaching your Target Market and Audience Facebook updates its tools on how to reach out to the right audience, people and market and get immediate and direct response with the use of contents compelling action. Compelling content, segment creation through large data and robust analytics that would ensure actionable context and insights are just few of the updated features of Facebook catering to direct response technology. On Facebook, the “lookalike” targeting and “custom audiences” features provides advertisers the tools to segment and classify their target audience and users. Grouping of these custom and targeted sectors is done through using their Facebook user IDs, CRM email addresses as well as website pixels, among others. On Twitter and Direct Response There are various tools to encourage direct response from Twitter followers are users today. For instance, this popular and widely used social networking site maximized and upgraded their tools to give marketers the easiest and most convenient use of the site. Here are some of the updates on Twitter to help enhance site traffic and convert that traffic to sales:
- Trending Search Match – High-volume trending searches are integrated with the enabled promotional tweets. For instance, users could search for a particular keyword and they will be led to search results that match their keyword such as holiday deals for Black Friday searches.
- Tailored Audiences – Twitter also made sure that they customize and tailored their audiences in order to easily and conveniently classify or categorize according to interests and the likes. Particular segments are created in Twitter based on the user IDs and CRM information provided in the email address and profiles. Marketers and advertisers could now easily reach their target market and audience based on highly relevant tweets gathered and collated.
- Keyword Targeting – An important feature of Twitter utilizes keyword-rich contents to ensure digital direct response among users. Twitter uses tools to target certain keywords through exact matching and broad phrase. However the social channel also upgrades to an innovative technology analyzing tweets containing keywords which advertisers are bidding against.
With the best updates on social networking sites offering tools to convert traffic to sales, online marketing and success is guaranteed without fail. Whether you use Facebook or Twitter, you have the best tools to get viable traffic to your site for guaranteed sales.