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2014: ‘The Year of Social Acceptance’

20 Nov, 2013 By: Doug McPherson

NEW YORK – A new eMarketer report says nearly 90 percent of marketers will use social media marketing in 2014.

In its report dubbed, “Social Media Advertising: Seven Trends for 2014,” eMarketer says social media advertising took huge strides forward in 2013, and there are multiple signs that the momentum will continue next year.

eMarketer estimates that next year, 88 percent of U.S. marketers will use social media for marketing purposes, up from 87 percent in 2013. Though not all of these companies will buy paid advertising, they represent a base from which the social media companies can grow their ad business.

“More marketers are committing budget to paid social media advertising. And social media companies are providing advertisers better targeting than ever, and more ways to see the return on investment,” the eMarketer report says.

Other findings back eMarketers’ predictions. Respondents to an RBC Capital Markets’ study with Advertising Age in September 2013 ranked Google tops in terms of advertising return on investment, ahead of Facebook, Twitter, LinkedIn, Yahoo! and AOL. Facebook and Google were separated by just one-tenth of a point on the scale.

The eMarketer report credits Facebook for opening social media doors and says the company’s efforts in 2013 to simplify and prove the effectiveness of its ad products paved the way for future growth in spending. And as a mobile platform, Facebook has delivered scale and efficiency and will continue to pull mobile dollars in 2014.

Twitter, which went public this month, will continue its push for brand dollars by partnering with TV networks. Its planned acquisition of mobile ad technology company MoPub will help improve Twitter’s self-serve ad platform.

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