How Advertising on Facebook & Instagram can boost your TV Marketing

We live in a world where mobile devices are an intrinsic part of daily life, and as such digital media consumption is no longer linear but far more multi-layered.

For the first time, digital ad spend has overtaken TV. Traditional TV viewership is on a steady decline while more and more users turn to alternate devices. However, television remains a multi-billion dollar industry, with many marketers still listing it as a key channel in their overall strategy.

What’s important to bear in mind is that modern TV-watchers simply do not have the same undivided attention as they once did. A whopping 81% of US viewers use a second device whilst watching TV, and Facebook sees a three-fold spike in usage during TV ad breaks. These viewers may be messaging friends about what they’re watching, or simply looking for a distraction during the ad breaks, but one thing is for sure – the television does not have their undivided attention.

So, how do you regain their consideration to make sure your TV marketing dollars don’t go to waste? You have to go where their attention is – Social Media.

By combining the unparalleled reach of television with the engagement and personalization of Social, you can create a cross-channel strategy that increases target audience penetration and creates a significant uplift in brand awareness. A study by the Advertising Research Foundation even found that adding digital to a TV campaign can produce a “kicker” effect of 60% higher ROI.

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While their attention may be spread across multiple platforms, today’s consumers are still hyper-visual. They don’t want to read a lengthy piece of content about a brand. Instead, they want to see the brand in action.

By incorporating Facebook and Instagram Advertising into your digital strategy, you can complement your television campaigns by distributing and re-enforcing the message to make it stick. Here’s some tips for you to get started:

  • Use clips, stills and messaging from your TV campaigns to create ads on Facebook and Instagram, creating cohesion across channels and increasing brand recall.
  • Leverage the Facebook Pixel to collect data of website visitors, and segment that data to remarket to those who have visited your site during ad breaks but dropped off once their show resumed.
  • For multi-location brands, consider localizing certain aspects of your campaign, such as copy and media, to drive maximum relevance with each of your target audiences.

While multi-screen strategies are still hard to measure, it’s fair to say that by getting in front of your audience where they spend most of their time can only benefit the efforts of your television marketing.

Stay tuned for our next Blog about navigating your way to Facebook ad acceptance.

World’s First Complete Multi-Location Solution for Facebook & Instagram Advertising

As a Facebook Marketing Partner since 2013, we have been focused on driving meaningful results for local businesses for almost a decade. Our success in delivering and fulfilling social strategies for some of the world’s biggest brands has led to our new purpose-built location enablement features for centralized and decentralized brand networks, which were made available in our Platform on October 9th.

As the leader in local Facebook & Instagram advertising, we’re excited to announce that our clients now have access to an innovative set of features that empower multi-location brands to enable their networks with best-practice, brand approved, hyper-local campaigns. Brands are expected to spend over $33.8b on Facebook in 2018, and until now, there has been no real way for brands to realize and capitalize on the benefits of Facebooking advertising at a local level.

The updates come at a critical time as brands continue to shift their spend locally. “While the major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none offer the tools to activate or manage this at scale, especially for those with multiple locations” said Tiger Pistol advisor and former Facebook exec, Scott Hannan.

For the first time ever, brands can create and distribute Facebook & Instagram campaign templates to hundreds or thousands of locations, and can determine how much control individual locations have over ad content, duration and budget. “Brands want to take advantage of their networks and empower teams at this local level, which is why these tools are increasingly in demand and driving real results” Hannan stated.

We asked our CEO & Co-Founder, Steve Hibberd, why Tiger Pistol sees these new features as an important part of a location-led marketing strategy. “It’s clear that mar-tech has a long way to go to support the intricacies of franchise and decentralized brand networks and how they manage local advertising efforts”, Hibberd said, “and the good news is, we’re solving one piece of the puzzle – providing brands that are already spending millions of dollars on social, a more efficient, local-centric way to spend those budgets, resulting in better outcomes for brands, their locations and most importantly, their customers.”

The new Location Control features provide an easy way for corporatemanagement to define every aspect of the campaign, including objective, localized targeting, media and dynamic copy. From there, corporate can determine how much control each location has over changing the content of the campaign, from editing copy to selecting from pre-approved media or even uploading their own images and videos. New funding features enable corporate to determine whether they pay for the campaign spend from a centralized budget, if they want to allow the location to add budget to their campaigns, or require the location to pay for the campaign budget completely. Campaign templates are distributed in seconds and locations are automatically notified to take action.

“We continue to see a significant increase in results when brands shift their budget from broad awareness objectives to local direct-response ads. Asahi Premium Beverages, for instance, generated a 710% year-on-year increase in sales quantity via a local campaign strategy for the launch of Estrella Damm in select retailers”, said Troy Townsend, our CCO and Co-Founder. “We’re excited that we’ve been able leverage a decade of experience, our partnership with Facebook, and our integration with Yext, to build something that truly does enable our clients to drive better results, maintain brand consistency and collaborate with their locations.”

Email Us for more information or for a demo of our new features!

LJ Hooker’s Facebook Success Story Highlights the Power of Agent Enablement

Facebook has recognized the innovation of Aussie Real Estate giant, LJ Hooker, for their great work over the past 12 months leading the industry on how to scale and drive real value for their agents and customers.

The new Success Story highlights how the group boosted customer consideration with Local Awareness, Lead Gen and Traffic Ads. Leveraging our purpose-built real estate features, and alongside a custom integration to automatically configure Listing Ads, LJ Hooker Boost was launched to free up agent and support staff time, so that agents can focus on doing what they do best – driving exceptional service to help convert leads generated from the campaigns. Read all about the success of LJ Hooker Boost here.

Tiger Pistol has published over 15,000 Facebook & Instagram Real Estate campaigns, and leverages learnings from these to continually drive better results for real estate brands across the globe. Learn more about our Real Estate solution and request a demo to start enabling your network of agents today.

Not a Real Estate brand? Don’t worry – we can help you enable your centralized or decentralized network of locations using our world-first Facebook & Instagram ad technology for multi-location brands. Help Center to find out more.

The Power of the Facebook Pixel

3rd party data has been a hot topic amongst the public and within the Facebook advertising industry in the last few months. In the wake of Cambridge Analytica, strengthening of privacy laws in the EU, and increased scrutiny from congress, Facebook has moved to restrict access to user data within its advertising platform. The message from Facebook is clear: the days of 3rd party data are over. In this new world, 1st party data reigns supreme.

The concept of “1st party data” is simple. It is data you as the end-advertiser collect on your own, with no reliance on a third party to obtain it. The Facebook Pixel is a simple and direct way for you to build audiences with 1st party data – i.e. your own web traffic. So while the prospect of data generation might sound scary to those in the SMB space, the pixel actually makes that data building quite easy. It requires very little technical know-how or effort to install. It’s as simple as copy/pasting 10 lines of code and waiting a few days for the Pixel to get some fires.

Facebook bills the Pixel as “a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns.” Funnily enough, this tagline is actually in reverse order in how one should approach leveraging the Pixel. In practice, the order of operations best works like this:

1. Build

2. Optimize

3. Measure

From the moment you install the Facebook pixel on your website it begins tracking visitors and matches them to Facebook users. While website visitor data alone opens up its own set of tactics (e.g. remarketing via Paid Search), where the power of the Pixel truly manifests itself is through Lookalike Audiences. These audiences are created by Facebook hashing the website visitor data captured by the pixel and finding other users with similar attributes. It works out something like this:

The lookalike process is anonymized: you won’t know exactly what traits the hash aggregates, but that’s okay. The resulting Lookalike Audience generated will include users with similar characteristics whom have not yet visited the website. Put simply, Lookalike Audiences create an avenue to finding new customers.

For example, a golf related e-commerce website might have a lot of users visiting their website, who also like the PGA Tour Facebook Page, and/or are “interested in” golf. The Lookalike Audiences will account for this – Facebook will literally find more people who like the PGA Tour Facebook Page, are also “interested in” golf, and share similar traits and demographics as the website visitors.

Lookalikes are also available with Custom lists, provided your business has such information like name, email, and phone number stored for your customers or prospects. The Pixel is not only perfect for audience building, it also enables you to measure the success of your ad campaigns more effectively. Pixel tracking also let’s you track website behavior, such as ‘adds to cart’ or ‘newsletter signups’ and, if set-up correctly, can even provide a view on the dollar return of conversions.

If you’re skeptical about pasting the Pixel on your site, think again… The data speaks for itself:

  •  The sock e-commerce company Bombas saw a 2X increase in product purchases and a 23X increase in sales per ad set using Lookalike Audiences based on their most valuable customers.
  • When the fast food chain Rally’s and Checker’s added Lookalike Audiences to their targeting for it’s “1 Day Deal” campaign, it saw a 10% increase in sales over the previous year.
  • Game Hive targeted its ads to a Lookalike Audience based on those whom already downloaded the app and saw a 40% increase in app installs.

In all the examples above, and many more, advertisers took their campaigns to the next level by leveraging the audience building and measuring power enabled by the Facebook Pixel. Just 10 lines of code gives every business, from sole proprietors, to the nation’s biggest brands, access to first-party data. No outside research firms or guesswork required.

Tiger Pistol can help take even more of the guesswork out of Facebook Advertising. Help Center today to learn more.

Chris Mayer is a Client Solutions Lead at Tiger Pistol and leads onboarding of U.S. partners. He has extensive experience in the brand and SMB Facebook advertising space.

Coming soon: Offers: Digitizing your print coupons with Facebook Offer Ads, by Patrick Koepke.

Facebook vs. Instagram

You may already know that Facebook and Instagram are now fully integrated for advertising, but have you ever wondered which platform is best for your business? With continual updates to Instagram as an advertising platform, the platform has closed the gap between Instagram’s ad type availability when compared to that of those available on Facebook. But even as the platforms become more similar in their advertising offerings, the question remains, when is it best to choose Instagram over Facebook, or vice versa?

At Tiger Pistol, our philosophy is:

It’s often best to leverage both Facebook and Instagram, to get the widest reach. Facebook also recommends this approach to drive the most success for placement optimization; essentially, you’re giving Facebook the power to find the most relevant person within your target audience, on either platform, for the cheapest cost and estimated highest return. Plus, experience has shown that ads run on both platforms reinforce one another, and therefore yield better results overall – as in a15% increase in brand awareness!

The Case for Instagram

The wealth of targeting options across Facebook carry over to Instagram. However, the Instagram platform on it’s own has many unique advantages:

  1. It’s almost exclusively mobile. When was the last time you viewed Instagram via Instagram.com? Instagram was built for mobile users, and for a long time wasn’t even available on desktop. And since 80% of people now access social on mobile, it’s where your audience lives.
  2. It has high user engagement. According to Izideo, Instagram users are the most engaged on any social platform. Even more astounding, 80% of Instagram users follow at least one business, and 60% of userslearn about a product on the social network.1  Furthermore, a recent article in VentureBeat suggests that brands fare better on Instagram when it comes to engagement (it should be noted, however, that the article is referring to content posts only, not ads).
  3. It’s image centric. This one is probably obvious, but Instagram is, first and foremost, a visual platform. These qualities make Instagram a sound choice for any e-commerce business, or even local retailers, restaurants, and bars. Any business with products, especially ones that photograph well, are more likely to thrive using Instagram ads.

But what about Facebook?

Facebook offers an advantage in that it allows for users to have access to more information about the business without taking the user off the platform, instead directing them to a Facebook Business Page or providing more detail via the ad copy itself. Facebook continues to be the go-to platform for ads for more service-based industries such as law firms, or home services. Other benefits include:

  1. Facebook offers an expanded range of  ad types not available on Instagram, such as instant articles.
  2. It has a slightly older user base (more on this later!)
  3. It offers integrated messaging. Facebook has expanded options to use Messenger as a marketing and customer support tool.

Go Native

An important consideration when choosing between Facebook and Instagram when it comes to social media advertising is how well each platform displays ads. One key advantage that exists with Facebook and Instagram is that ads are placed where most people spend their time: their respective feeds. With both Facebook and Instagram, ads can appear as native content. Given the more limited creative options and focus on imagery, some might say Instagram has an edge because ads emulate the user-generated content already being shared to the platform. But if having your ads look more like native content is your primary concern, both platforms are flexible enough to allow you to do so.

Your Target Audience

One final consideration in deciding on which platform is best for your needs, is the user base itself. The demographics of each platform do differ slightly, as the latest demographic breakdown on Facebook from Pew Research shows:

 

Instagram skews a bit younger:

 

When it Comes Down to it…

Choosing between the two platforms doesn’t have to be difficult. Campaigns targeted to a more diverse customer base will mostly likely benefit from leveraging both platforms. At Tiger Pistol, we can publish to both Facebook and Instagram via our automation platform, so our campaigns work to reach the largest audience possible, dependent on the advertiser’s needs. But as indicated in the review above, each platform does offer some unique features of its own. Still, rather than second guess the largest, most influential social media platform in the world, the best choice may be to let Facebook do its magic and choose for you.

Ultimately, advertising on either platform – or both – is a wise business decision for nearly any business of any size. Give it a test drive, and if you need some expert advice, read the low cost, insanely easy way to get results with social advertising.

1 Facebook Partner Bootcamp, April 2017

Insider Info from Facebook’s Partner Bootcamp and F8 Conferences

A couple of weeks ago, three of us from Tiger Pistol’s Client Management & Operations teams attended the Facebook Marketing Partner Bootcamp, and two of our engineers attended F8. Both events were fantastic, and there are some really exciting product enhancements and updates that we’re looking forward to leveraging to further enable our clients to drive success with Facebook ads at scale.

Facebook is Still the Clear Winner in the Social Space

Sure, there are those who say, “What about Snapchat? And Twitter?” I’m not discounting them as irrelevant. However, when it comes to social dominance, there’s no question that Facebook and Instagram have it, and even more evidence to that effect came out today in this article by VentureBeat.  At the conference, they reiterated their user-base numbers, which never cease to amaze:

  • Facebook – 1.9B active users each month (209M in US). 1.2B on mobile each day (151M in US).
  • Instagram – 700M monthly active users (108M in US)
  • Messenger – 1.2B+ active users
  • Whatsapp – 1.2B+ active users

Instagram is Making it’s Mark

While there is, of course, plenty of overlap between users of Facebook and Instagram, Instagram is attracting users who want a more visual and mobile-centric platform. What’s even more amazing is that ads on Instagram – perhaps because they tend to put a lot of focus on imagery – perform incredibly well. Just check out Instagram’s jaw-dropping stats, including the one that notes that 80% of all Instagram users follow a business:

  • 400M daily active users
  • 80% beyond the US
  • 1M active advertisers
  • 200M+ users using stories
  • 8M businesses
  • 80% of users follow a business
  • 60% of users learn about a product and 75% of them take an action

Placement is Key

If the previous insight about Instagram wasn’t convincing enough for you, this ought to do it. Ad placement on Facebook & Instagram together has seen:

  • 15% increase in brand awareness
  • 6% increase in video views
  • 28% increase in post engagement

The Rise of Mobile Brings a Content Deluge and the Need to Outsmart the Horde

We already know that 3 hours a day are spent consuming content on mobile, and that mobile is absolutely part of the purchase decision – in fact, 88.5% of digital shoppers are mobile shoppers, and ⅓ of all US retail sales are influenced by mobile.

But with the rise of mobile and social networks, we’ve also seen the rise of content creation and distribution. The pace of content creation is literally surpassing our ability to consume, and attention really has become a scarce resource.

What does this mean for businesses? Now more than ever, advertisers need to spend their marketing dollars wisely – and should  be spending where they can target real people who are likely to be interested in their products or services.

Easier Offer Redemption

Facebook has listened to feedback from advertisers and consumers alike, and identified where they could enhance the Offers product to drive better business outcomes that are trackable. They’ve also made it easier for consumers to claim and redeem offers easily without having to download a coupon, print an email or remember a unique code. The Offers product can now be configured to drive online and offline redemption, each enabling two separate user flows. Plus, users can easily sort through offers they’ve claimed via the new Offers Tab (similar to Marketplace and Events). Users will be organically reminded about Offers they’ve claimed, making it even easier for advertisers to drive success without a hefty price-tag.

Lead Generation Improvements in Trackability

Did you know that it takes approximately 38.5% longer to fill out a form on mobile than on desktop? This is usually because businesses aren’t optimizing web forms for mobile. Optimizing forms for mobile is critical to driving form submissions, and Facebook is absolutely in tune with this. Enhancements include improved trackability, such as leveraging the Facebook Pixel and Offline Conversions API to not only inform advertisers of ad performance, but also provide valuable data back to Facebook to further enhance ad targeting.

Other Products & Enhancements

Being a Facebook Marketing Partner has so many benefits, one of which is early access to information about new products and the enhancement of existing products before they go public. As Facebook says, they’re only 1% done, and their roadmap is looking stronger than ever. While we can’t actually share what’s on Facebook’s roadmap (sorry, we’re under NDA!), what we can tell you is:

  • They are continuing to invest in their targeting and optimization tactics, including updates to Custom/Lookalike Audiences
  • They’re committed to allowing advertisers to realize true return on ad spend, and are doing things in the attribution space to support this
  • There are three new ad products on Facebook & Instagram that are not only genius, but are already being tested in beta and are driving great results
  • Bots will enhance the way we message with each other, and how advertiser’s connect with consumers
  • They’re committed to leading the way in virtual reality, with a focus on products that continue to connect the world

Watch for more insights from the world of Facebook right here on the Tiger Pistol blog!

Sources: All data in this post not otherwise referenced came directly from Facebook Partner Bootcamp and F8.

Why Facebook is an Essential Marketing Tool for any Small or Local Business

Gone are the days when Facebook could be passed off as the latest fad. With 1.87 billion active users each month and four million active advertisers, the social platform is not only here to stay, it’s also completely dominating the world of social networking.

What’s more, it’s entirely transforming the way small and local businesses market themselves. As a business leader, if you don’t want to fall behind and lose out to your numerous competitors, ignoring the phenomenon that is Facebook advertising is a seriously bad move. Here’s why you really should consider jumping on the social media bandwagon.

It’s Got the Numbers

Not only are Facebook’s user-numbers ridiculously high, but people are engaging. According to Facebook’s own data from December 2016, 78% of users return to the site daily and check their Newsfeed 15-20 times a day1. You’re probably thinking, “Pfft… I don’t check mine nearly that much”. You may well be right. So, then think about just how many times some people must be sneaking little peeks at their News Feed throughout the day to bring that average up. Frankly, the level to which some people engage with Facebook is a little scary.

Plus, despite nearly everything moving online, Facebook is still managing to take up a fifth of all time spent on the internet (again, according to Facebook’s own data from Dec 2016). What’s more, users are no longer just mindlessly scrolling, nor are they simply posting selfies and checking what their mates are up to anymore.

Instead, they’re diversifying the way they use the platform; they’re actually engaging with the content. From consuming relevant news articles, searching for events, and clicking on promotions and sales, there’s no end to what this multifaceted site has to offer. As a result, Facebook ads have an average click-through-rate that is almost ten times higher than regular web ads.

Amazingly, the platform generates a quarter of all website traffic. And users aren’t just clicking; they’re more than happy to engage and convert so long as you provide them with the right content to drive your desired outcome. With intelligent targeting and content that ties in with the interests and purchasing habits of your typical customer, it could be easier than you think to open up a treasure chest full of new prospects, as well as re-engage your existing customer base.

It Works

Businesses are continuing to see success from Facebook Ads. Sixty-five million businesses have used Facebook Pages in the last 30 days (an increase of around 15 million from this time last year, according to Business Insider) and at the last count, the platform reported four million active advertisers – almost double that of 2015.

While these numbers are increasing, there’s also a shift in the amount that people are willing to spend on the platform. The truth of the matter is that many savvy businesses are moving their marketing budget from other, arguably less effective channels, to where they are seeing the highest ROI – on Facebook.

But does all this actually convert to real money-in-the-bank results? Well, take it from the horse’s mouth – 42% of Americans say Facebook is their number one influencer of purchases, while a recent study by Facebook (of US shoppers who recently made a purchase) found that:

  • 30% discovered a new product on Facebook
  • ⅓ said Facebook & Instagram were good places to find out about a new product or service
  • 20% said Facebook led them to buy a new product/service online

What do these stats tell us? Well, not only are Facebook ads proving successful when talking growth, user-numbers, click-through-rates and the like, but it’s also translating into real, successful business results.

It Boosts Other Media

While Facebook ads are an amazing tool, they are the not the magic solution to all your problems. It would be naive to believe that they are. Sure, they can be effective as a stand-alone marketing method; however, they work best when supporting other media, and have been proven to boost other efforts and help propel other channels towards greater success.

For example, if you’re currently running TV ads, you could back them up with video ads on Facebook. There’s a 30% increase in brand awareness and consideration when using Facebook video to complement other media.

Or, on the other hand, if you’re trying to improve your SEO and boost traffic to your website, you could backup your search ads with Facebook ads. People who see ads on Facebook are more likely to search and click through to an advertiser’s website, with campaigns experiencing a 6.3% lift in mobile search traffic.

No matter what your current objective, chances are there’s an ad type for it. Soft-sell, hard-sell, raise awareness, find new subscribers, get more traffic to your website, get more people into your store, get more downloads of your app, find a new member of staff, run a competition…I could keep going, but I think you get the idea. There’s little limit to what you can do with Facebook ads – the trick is figuring out how to nail them, and allowing them to slot in nicely to your current marketing strategy.

Convinced Yet?

The reality is that Facebook isn’t going away. The sheer numbers can’t be ignored and the fact of the matter is, your audience is on Facebook.

While Facebook ads do work on the same pay-per-click/pay-per-impression idea as most online advertising does, there’s one striking difference. The scary amount of data that Facebook has on each user means that your ads can be put in front of people that are much more likely to actually engage with your ad, and take the action you want them to. Facebook knows who’s more likely to click, who likes to watch videos through to the end, who’s happy to leave the app and do a bit of mobile-shopping, and so on. This means that when you choose to run ads on this platform you’re essentially spending your advertising dollars far more efficiently, by reaching those most relevant to your offering.

If you can’t beat ‘em, join ‘em – and why wouldn’t you when there’s so little to lose? Organic content is all well and good for representing who you are on your social platforms, but with the average reach for posts by Facebook Pages being 2.6%, you really have to pay to play.

Likes, comments and shares might make you look good amongst your peers, but do they mean more customers? Not necessarily. If you focus on getting real business results on Facebook through clever targeting and ad types that tie in with your existing strategies, you’ll be amazed how quickly you start to see the value.

Is Grey the New Black?

And we’re not talking the 50 Shades kind!

According to a new study more people over the age of 65 are using Facebook1. The study found that the increasing numbers were a result of them wanting to reconnect with old friends and maintain existing relationships, such as a desire to see what their children and grandchildren were doing. This brings to mind one of my favorite all time posts on Facebook. . .

The 65+ age group was found to be the fastest growing demographic across social media with a 14 point increase from 48% to 62% in a year. The Millennials are still the largest group at 88%, but growth is slowing as indicated in the graphbelow. All this is a wake-up call to marketers who still believe Facebook and other social media platforms are only for the younger generations.

 

A separate study by Influence.co also reported that the 65+ demographic were most influenced by ads on Instagram. They were the group most likely to search for products after seeing Instagram promoted posts, with an 80% indication rate versus 40% for Millennials3.

The implications for anyone looking to target an audience on Instagram:

  1. The 65+ demographic is a lucrative market: Older adults have more disposable income than teenagers and students, likely a result of their own offspring leaving home.
  2. Changing times: The demographics of social media change as fast as Facebook statuses – 293,000 status updates every 60 seconds if you really want to know4. How can you possibly keep up? The trick is to use the Facebook pixel on your website so you know the type of visitors who are interested in your product, which also allows you to build lookalike audiences you can target. If you discover that a big portion of your audience is 65+, well then indeed, grey can be the new black!

1 Source: Castleford.com 2016
2 Source: Pew Research Center Social Media update 2016, November 2016.
3 Source: Adweek March, 2017
4 Source: The Social Skinny

Social Advertising: How SMBs are Fueling the Growth in Online Advertising

Capturing and converting customers through online presence and social media marketing efforts is a critical part of any local small business marketing plan. Resellers must go beyond the basics of social advertising, providing customers with cost-effective direct response campaigns that drive leads, to deliver the high-value measurable return-on-investment (ROI) that small and medium-sized business (SMB) customers expect from other online media.

Social has quickly become a potent, metric-driven direct response lead generation channel, allowing SMB advertisers to realize higher ROIs on social advertising than through search and directory advertising alone. Recent data show performance metrics for social advertising are meeting and even beating traditional offline and online direct response ad channels.

As social platforms become an increasingly critical tool for media resellers seeking to grow ad revenue dollars and margins, there are areas where the technology is still unfolding. For example, at present, most enterprise social media platforms focus on providing scalable presence and reputation management solutions but don’t integrate social ad campaigns. This leaves a critical gap in the lead generation channel.

In this BIA/Kelsey sponsored research report, we examine the state of social advertising campaigns and how platforms that automate ad campaign creation and optimization at scale can enable resellers to deliver cost-effective direct response social ad campaigns. We explore if significant investments in social ad technology makes the emerging channel comparable in scope to traditional online channels, such as display and search.

We’ll also discuss Tiger Pistol’s SMB social advertising platform and examine the ROI on its data-driven lead generation approach to evaluate the value to SMB advertisers. We also provide insights and background on how the social media explosion of the past decade has created a new direct response ad channel, as well as how integrated social marketing solutions are solving the challenge resellers face in delivering SMB customers end-to-end presence, reputation and lead generation tools that drive conversions while reducing account churn.

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