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Local Social Media Marketing Expected to Grow by 2015

Posted by Trumpia on Feb 15, 2012

With Facebook heading into its IPO, it’s no wonder that local targeting is now, more than ever before, becoming a huge initiative for businesses. Yet, according to BIA/Kelsey’s Social Local Media practice, as explained in a recent report, local targeting has not yet been widely accepted by small businesses or national brands. At the same time, it seems that this reality is changing as businesses evolve to catch up with the technology that is now available to help them meet their needs.

BIA/Kelsey projects that social display ad spending (not including virtual goods, rewards, social gaming, social commerce or social marketing) is expected to increase to$7.7 billion in 2015 – that is up from $2.1 billion in 2010. The report goes on to say that social local ad spending is expected to increase through 2015, especially as smaller businesses learn how to use these features to help them optimize results.

Building up your Facebook fans using social advertising, especially through local social display advertising, is a great first step. But how can a business continue to reach those customers effectively and efficiently once they complete that initial purchase or become your friend or Like your fan page? In another recent story on the Trumpia blog, we covered another industry study of Facebook users. This revealed that Liking a brand or company didn’t necessarily result in customer loyalty.

Using technology tools to collect contact information from your fans, ranging from their mobile phone number to their email and land line, continuing to reach out to them on Facebook with frequent and timely posts and sending them highly relevant promotional offers via SMS marketing will make the difference in achieving sales conversions and building a local customer base that are often some of the most loyal customers around.  Using web-based services like Trumpia, a small business can take social local advertising to the next level. It’s all about generating awareness and then harnessing that awareness by building and expanding upon your customer relationships.  The evidence seems to support this as BIA/Kelsey expects the social non-display segment to grow from $50 million in 2010 to $610 million in 2015 (CAGR: 51.6 percent).

The next step for small businesses, beyond social local advertising, will include integrating their social advertising, social and email marketing and mobile marketing efforts via a multi-channel marketing strategy.  Then they will be well positioned to think, act and grow local.

 

Topics: Industry News

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