Tag: social media marketing

Social media marketing taken to a new level on Tumblr

| December 8, 2014

The company has now rolled out mobile app install ads that are distributed as sponsored posts users can share.

Tumblr has just announced its latest in social media marketing over mobile in the form of an ad unit that it is calling its “Tumblr Sponsored Apps,” which will give app publishers the opportunity to target Millennials, who are the primary audience of the blogging service.

That demographic being targeted is also a group that is extremely mobile and that are large app users.

The purpose of the social media marketing will be to help to drive users to Google Play and to the iTunes App Store in order to encourage the download of new mobile apps. This is a type of mobile marketing known as “app install ads” and they have been a serious business on Facebook, and Twitter, the two largest social network rivals of Tumblr. In fact, 85 percent of Facebook’s ad revenue comes from mobile, and that company adopted this type of ad earlier in 2014.

That said, the social media marketing strategy at Tumblr is slightly different from that of Facebook and Twitter.

Social Media Marketing - TumblrThe app install adds are designed to appear as small posts that look somewhat like a card, such as the ones that are found in Twitter streams and Facebook News Feeds. However, they are unrestricted in terms of their format, and are actually posted in the form of sponsored blogs.

The service debuted this week with mobile ads from the Betaworks, Big Fish, and GREE publishers. Their GIFs and photosets were featured, but according to the creative strategy manager at Tumblr, Max Sebala “the sky’s the limit in terms of creative.” Since the ads are actually displayed in the form of blog posts, it makes it possible for readers to share and re-share them throughout the Tumblr network by way of its reblogging feature.

To start, these social media marketing ads will be appearing exclusively on the dashboards of mobile Tumblr users. However, when the content is re-shared, it can be viewed by any user of the blogging network, including both those over mobile and using the service on laptops and desktops.

Social media marketing over mobile must be very personal, Facebook

| November 18, 2014

The head of mobile advertising has shared that these ads must be exceptionally relevant to consumers.

Jane Schachtel, the Facebook head of mobile and technology and global vertical marketing has explained that when it comes to social media marketing over smartphones and tablets, advertisers have to take that extra step to make sure that consumers are being treated as individuals and not as an overall general group.

The explanation was that mobile devices themselves are highly personal, so ads have to be, too.

She explained that as smartphones and tablets are very personal devices, social media marketing conducted over that channel must also be carefully personalized for the individual recipients. Though this does appear to be quite the significant effort, the reward for marketers that take this step is equally large. According to Schachtel, only about 2 percent ($16 billion) of the total glabl advertising spend is going to be put aside for mobile in 2015.

This means that mobile social media marketing has a considerable amount of room for growth.

social media marketing - personalShe explained to the Mobile First conference audience that “This presents a huge opportunity.” She pointed out that the relationships that people have with their mobile devices has become much more complex and profound. Schachtel expressed that “People used to go to the mobile web to find one specific thing,” and added that “Then came the feed. … Now people discover, they share.”

When device users do this, they provide a considerable amount of information on websites – including Facebook – that can be utilized by mobile marketing companies in order to learn more about the individual what they want, what they like, and what they do not like.

That said, she also stated that “no one company has all the data.” Even Facebook doesn’t have all of the information that would be required to know everything about each individual consumer. Instead, there remain “ a lot of companies with a lot of data.” Therein lies the true challenge of mobile social media marketing. These various kinds of information must be carefully combined in order to be able to fully target and personalize the ads that consumers are receiving on their mobile devices.