Facebook making mark in marketing mix
Posted by Neil Davey in Marketing, Social CRM on Tue, 18/10/2011 - 01:22
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Facebook ad spend has increased 25% and cost-per-clicks are up by 54% in Q3 over Q2, as the social networking site emerges as an essential component of the marketing mix.
Efficient Frontier’s quarterly Global Digital Marketing Performance shows that advertiser competition in Facebook marketplaces is rising, with Facebook becoming an essential marketing channel for many brands.
Increased cost per clicks reflect both a higher volume of advertisers and more price competition on
the platform. Prices are predicted to continue to rise between 30-40% quarter on quarter, the company predicts.
The study also found that search spend has increased by 16% year-on-year in the UK (20% in the US). ROI from search spend in the UK rose by 18% in Q3, having been fairly level in the earlier part of the year. This increase is likely to be the result of a rise in ad spend and late bookings from the travel sector. In the US, however, the opposite was true, with advertisers increasing budgets but seeing a decrease in ROI.
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