RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : June 04, 2013

Kenshoo: Social advertisers get what they pay for

The results of a study from Kenshoo, conducted by Forrester Consulting, reveals that while organic posting is the most popular marketing activity on social networks, paid advertising is the most successful.

by Helen Leggatt

As marketers clamor to engage consumers on social networks, many choose to stick to the cheapest option - organic postings and a brand Page. This is, according to the Kenshoo study, the most popular social media tactic.

However, organic isn't the most successful tactic - paid advertising is. The research found that marketers who paid to promote their branded content were most satisfied with the awareness they created. Meanwhile, those who bought standard social ad units were happiest with their ability to drive purchase.

"Generally, social advertisers get what they pay for," says Kenshoo. "They are more satisfied with the results they achieve from paid advertising than the results they achieve with less costly organic tactics like branded pages, groups or accounts alone."

The report, based on an in-depth survey of 105 'large' social advertisers (spend more than $100,000 per year on social media ads), found that consumer social networks were the most popular places for social advertising (87%), followed by micro-blogs (67%) and business-focused networks (51%).

Image via Shutterstock

Tags: brand marketing, organic content, paid advertising, social advertising, social marketing, social media

Subscribe to BizReport

  • EmilyRColeman

    I'd really like to see how that study was designed, which companies were surveyed, how the results were tabulated, etc., etc. On the face of it, I find it hard to believe. Who funded the study?



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.