advertising and promotion
I recently received an “Urgent: Your support is needed” email. It came from a charity whose annual municipal grant was reduced by 10% for the next fiscal year. How bad was it?
In the second paragraph, the CEO states that the organization has experienced a 30% cut in municipal funding over the past eight years! He asks me for help - to contact city officials and advocate on the charity’s behalf, and to show up at a city budget meeting to voice my opposition to the budget cut. As I read his plea, my instinct told me that something was wrong with this picture.
So, I did some research and uncovered a very disturbing fact. Continue reading
A recent study by BIA/Kelsey’s Local Commerce Monitor says that small-medium businesses (SMBs) perceived their Twitter ROI as “excellent” (10-19 times spend; 18.8%) or “extraordinary” (20+ times spend; 12.3%), up from 25% of advertisers in last year’s survey and 17.1% in 2011. But, there’s something missing here.
It’s important to know whether these results represent B2C (business to consumer), B2B (business to business) companies, or a mix of both? Personally, the results would have more value if they showed B2B and B2C separately. Other studies I’ve read seem to indicate that B2C companies are benefiting more from social media marketing than B2B.
The study also shows that SMB usage of Twitter for advertising and promotion has been steadily increasing over the past few years. In fact, 24.3% of SMBs used Twitter for advertising and promotion this year, compared with 22% in 2012 and 16.1% in 2011.