Kenshoo Digital Marketing Snapshot Q2 2016 - Spot On Digital Marketing

Kenshoo Digital Marketing Snapshot Q2 2016

Most Clicks on Social Ads Are Coming from a Mobile Devices

Chances are the person clicking on your next well-crafted Facebook ad will be on a mobile device.

A new infographic from digital marketing technology company Kenshoo reports that 77 percent of the time, clicks on a social media ad are happening on a smartphone or a tablet.

This is an important distinction small businesses need to make as they continue to weigh the pros and cons of allocating their marketing dollars toward social advertising. It’s still a nascent way to increase brand awareness and reach targeted customers, and best practices continue to fluctuate. How people view and interact with social ads has to be a part of the decision-making and planning that goes into your social media strategy.

Social advertising continues to take off

Many marketers have come around to the reality that they need to put some money toward advertising on social media to see benefits beyond simply having a presence on Facebook, Twitter, Instagram and so on.

The days of being able to count on free posts making a broad reach all on their own have gone by. In a recent Gartner survey, 80 percent of marketers said they have a social advertising program or plan to get one going soon. The analyst firm predicts the percentage of marketers that have such a program (38 percent) will double in 2017.

At the same time, mobile is taking up a huge chunk of social media ad budgets. Just 2 percent of social advertising dollars were focused on mobility in 2011, and that’s predicted to shoot up to 58 percent in 2016 and 74 percent by the time 2018 comes around, according to Ad Age.

What this means for small businesses

For small businesses with limited marketing budgets and resources, a structured program around advertising through social channels may not be possible. What they do need to do for the dollars they allocate toward social is pay careful attention to how their customers and prospects view any of their ads.

While most clicks are happening over a mobile device, Kenshoo reports, smartphones appear to be the device of choice. Kenshoo found that the percentage of clicks form a smartphone in Q2 (41 percent) is higher than the percentage of clicks of both smartphones and tablets that was made at the same time one year ago.

The message from all the latest research is clear: Businesses that are investing in social ads need to make sure the entire sales funnel is optimized for mobile.

For more of Kenshoo’s findings, see the infographic below: