It took me some time to figure out what this graph was saying, but it's this: marketeers are shifting time spent away from Facebook to a healthier "rest of the web distribution". For example: in March 2012, 58% of marketeers said they spent 20% of their time on Facebook and 80% of their time on other platforms. In June, 71% of marketers said they spent 80% of their time on other platforms.
This makes all the sense in the world to me. I always like to compare the online social world with the offline social world. Do people meet in only one place? No. Should you therefore focus marketing efforts on one place? Uh, no! A golden oldy law in cross-media marketing is that messages are reinforced when shown in different channels, formats and contexts. Diversity, however impractical from an operational point of view, pays off in terms of higher effectiveness. And with new, engaging platforms such as Pinterest and Tumblr getting more traction, the alternatives keep diversifying the social landscape.
But there's more: a stude by Advertising Age and Citi Group found that almost 38% of marketers are disappointed by ROI on marketing activities on Facebook, when compared to other platforms such as Yahoo (yes, Yahoo!) and Google. Is this evidence that interest drives higher returns than social? That search is more effective than discovery? My gutt feeling says yes.
This makes all the sense in the world to me. I always like to compare the online social world with the offline social world. Do people meet in only one place? No. Should you therefore focus marketing efforts on one place? Uh, no! A golden oldy law in cross-media marketing is that messages are reinforced when shown in different channels, formats and contexts. Diversity, however impractical from an operational point of view, pays off in terms of higher effectiveness. And with new, engaging platforms such as Pinterest and Tumblr getting more traction, the alternatives keep diversifying the social landscape.
But there's more: a stude by Advertising Age and Citi Group found that almost 38% of marketers are disappointed by ROI on marketing activities on Facebook, when compared to other platforms such as Yahoo (yes, Yahoo!) and Google. Is this evidence that interest drives higher returns than social? That search is more effective than discovery? My gutt feeling says yes.
