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BizReport : Social Marketing : September 25, 2014

Marketers give social the thumbs up for festive campaigns

Marketing software platform Offerpop has released data from a recent survey that shows brands plan to increase investment in social media this coming holiday season in a bid to drive sales.

by Helen Leggatt

Offerpop's survey of more than 120 marketers found that social marketing is seen as being critical to festive season campaigns. Using social commerce tools on sites such as Facebook and Twitter, marketers are increasing social media budgets and increasingly connecting social campaigns to sales initiatives.

Key findings from Offerpop's 'Top Holiday Marketing Trends for 2014' report include:

- 62% consider sales and brand reach to be primary goals this holiday season;

- Nearly all, 92%, plan to spend the lion's share of their festive social marketing budget on Facebook; just 22% will spend less on Facebook this year than last;

- Three breakout social networks were identified by marketers with Instagram being top (73%) along with Vine and Snapchat (23%), however nearly half (48%) do not plan to invest in any emerging social networks, such as Snapchat, this holiday season.

"Offerpop's survey data shows that social marketing is maturing rapidly, with a new focus on driving commerce and increasing investment in proven revenue channels like Facebook," said Kevin Bobowski, vice president of marketing for Offerpop. "This holiday season, we'll see marketers testing Facebook and Twitter's new commerce capabilities and leveraging Instagram for holiday campaigns."

Image via Shutterstock

Tags: 2014 holiday season, Christmas, commerce, social marketing

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