Adobe's Digital Index for Q3 2012 reports that the huge uptick in engagement is, in part, a result of Facebook's new Timeline feature.
Facebook brand engagement has risen 896 percent on a year-over-year basis, according to a new advertising study from Adobe.
Adobe's Digital Index for Q3 2012 reports that the huge uptick in engagement is, in part, a result of Facebook's new Timeline feature. Facebook introduced its new Timeline feature last February.
Adobe's research points to its introduction as a major factor for engagement growth. Other studies tend to agree, as a report released earlier this year found that the feature garnered positive results for small to medium-sized brand pages.
Facebook's gains come with a drastic upswing in mobile. About a quarter of Facebook engagement came from mobile users. Mobile growth on Facebook engagement also came with increased mobile marketing gains overall.
Marketing statistics for mobile search saw positive progress for the quarter. Adobe reported that one in five paid search clicks came from a tablet or smartphone.
The firm's senior vice president of media and advertising solutions David Karnstedt says that marketers should look to capitalize on the growing mobile and social networking trends.
"Mobile and social continue to play key roles in digital marketing growth. Smart marketers are activating this data; taking advantage of opportunities such as advertising on smartphones and tablets as well as capitalizing on Facebook's platform changes to reach customers in a more personalized way," said Karnstedt.
"By strategically adding these elements, marketers exponentially increase their overall return on investments (ROI) and can then accurately attribute value to each channel."
According to Adobe's statistics, mobile conversions rates from search were greater for iOS than Android. Adobe says that iOS conversion rates were double when compared to Android. Following the numbers, Adobe recommends that marketers focus on search spending for iOS by tailoring campaigns for the mobile OS.
Adobe's research also found that companies were continuing to spend on search. The firms numbers showed that search spend grew in the U.S., U.K., and Germany. The U.S. saw search spend up 11 percent year-over-year. While the U.K. and Germany saw search spend up 36 percent and 25 percent, respectively.
Adobe's statistics came from its Digital Index report. The quarterly report analyzes user and advertiser behavior over the year. Adobe uses data collected from its Adobe AdLens and Adobe Social solutions. The company reports that its data comes from 260 billion impressions for 338 companies.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT