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BizReport : Social Marketing : February 27, 2009

Social calculator could help marketers rein in budgets

Do your online campaigns, especially the social marketing campaigns, seem to get out of control very quickly? A new tool from Buddy Media could help. The so-called 'social calculator' gives marketers the ability to manage their budgets by giving a cost analysis.

by Kristina Knight

The calculator works like this: marketers plug in their social budget along with the average CPM. This gives them a cost for engaging consumers.

That engagement cost is a new way of looking at social marketing, which is a bit less analytical than other types of online marketing. Social consumers are more likely to be engaged with a brand but not to buy a product right away. Instead, the campaigns build loyalty, brand awareness and brand recognition; then, when social consumers are ready to buy they remember the brands they have engaged with online.

Along with the calculator, researchers with Buddy Media found that consumers are quickly becoming most engaged with application advertising (App-vertising). These are branded social media applications launched by the brand; this type of campaign is quickly growing in popularity amongst social marketers because of the increased engagement levels.

Other interesting findings include:
*'App-vertising' yields 398% deeper engagement than social-display adverts
*'App-vertising' costs about 78% less than typical social display campaigns
*'App-vertising' delievers six times more impressions than banner ad campaigns

Tags: app-vertising, application ads, Buddy Media, social display ads, social marketing

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