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Think social media isn’t a sustainable digital marketing solution? Think again! With 74% of online adults using social networking sites, there are more eyes on social than ever before. Two big names in social media, Facebook and Twitter, have evolved to ensure that advertising on their sites will continue to be a precise and dynamic option for digital marketers. By continually expanding ways that marketers can reach targeted audiences, Facebook and Twitter are solidifying their position as the cornerstones of many brands’ long-term digital marketing plans.
Visit Facebook’s blog for businesses, and it’s pretty easy to see that the social network is growing its advertising capabilities at rapid speed. Facebook is already a targeting utopia due to its robust user base and detailed profile information, but recently it has been adding ways for businesses to attract and engage typically distracted cross-device audiences. For example, its carousel link ads allow brands to display multiple products at a time to customers. In addition, its autoplay video units are set to pass YouTube in video ad usage this year. By adding to its arsenal of resources for marketers, Facebook is fostering marketers’ loyalty and positioning itself as a major player in the future of digital marketing.
Twitter has also been arming online marketers with an increasing amount of customer engagement options. In 2013, the mobile-focused social network pioneered lead generation cards to help digital advertisers collect email addresses with one click. Last year, it added branding-friendly video cards to the mix. More recently, it has begun testing objective-based campaigns (currently in beta). By helping marketers find the best advertising fit for them and continuing to innovate over time, Twitter is reinventing itself as an essential part of brands’ online marketing campaigns. With over $1.2 billion in ad revenue worldwide in 2014, growing its capabilities seems to be paying off for Twitter.
Marketers who dismiss social advertising as just a flash in the pan need to reconsider. The developments listed above all position Facebook and Twitter as the current and future foundations of digital marketing. When it comes to marketing online, you can’t afford to ignore the growing potential of social to help you target the right audience, deliver dynamic ads and provide you with the insights you need to make your campaigns successful.
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