The social media advertising landscape keeps getting more competitive, as it becomes more popular as a marketing medium with every passing year. As the digital landscape evolves, every additional social channel and platform provides new opportunities and challenges for marketers.
Social media is where businesses are looking to connect with both B2B and B2C audiences, particularly as the lines between the two worlds grow ever blurrier. But given the volume of interest in social advertising, it can be challenging to stand out.
Being able to accurately target social users based on their unique attributes in a scalable way is absolutely essential for any B2C or B2B brand looking to connect authentically in today’s digital ecosystem. However, defining an effective audience targeting strategy for social media campaigns can often be difficult when it is based on data generated by a consumer's social channel activity alone. Here are four reasons brands should use enhanced audience data for social media marketing.
At present, 61.4 percent of the global population uses social media, including 9 out of 10 internet users. In other words: Your customers on social media, and in today’s omnichannel world, they expect the brands they care about to be there too. This doesn’t apply just to highly visual or lifestyle brands either—even B2B audiences are engaging with brands on social media and expecting them to continue their messaging efforts in those channels. The key is for brands to be able to identify and engage with the social media users who matter most to them.
Worldwide, social media advertising spend has a projected growth rate of 13.8% percent per year. That means an already-crowded space is just going to get more crowded. That’s why leveraging audience data for enhanced targeting within these channels is vital.
Over three-quarters (76 percent) of U.S. consumers buy products they have seen in a social media post. In other words, having your messaging present in social channels is much more than a branding or awareness play. It’s an increasingly important conversion driver that is made all the more powerful with advanced, data-driven targeting.
Social media is the second-biggest market in digital advertising (behind search), and its capacity for growth is seemingly unlimited, given the continued growth and proliferation of platforms. That means brands need to be approaching social media advertising in a calculated and conscientious way to avoid wasting marketing budgets as the channel continues to evolve. Leveraging audience data to guide social media advertising, regardless of the platform, is a good way to bring structure and accountability to these programs.
With Eyeota, holistic targeting on social channels is easy. We fuse online behaviors and offline-generated signals to create B2B and B2C audience profiles for brands to engage with their target consumers throughout each stage of the customer journey. We can help you build a 360-view of your target customer and optimize social advertising by accessing:
And, importantly, Eyeota’s audience solutions are available globally and compliant with GDPR and CCPA.
Ready to optimize your audience targeting by activating Eyeota B2B and B2C audience solutions on Facebook, Instagram, Pinterest, TikTok and Twitter? Connect with an audience specialist today at datadesk@eyeota.com.