Search traffic and Facebook engagement have both experienced steady growth in 2012; a study from Adobe Digital Marketing attributes this spike in traffic to increased mobile usage. For marketers, the importance of creating sites optimized for mobile is becoming a means of survival as customers and prospects rely more heavily on mobile devices.
According to the Adobe findings, search proved its stability and importance as ROI increased by 26 percent and search spending by 11 percent over the past year. The upsurge is credited to marketers shifting spending toward smartphone and tablet-friendly site formats. Facebook engagement has also experienced significant growth in the mobile market; Adobe reported that in Q3 mobile users made up nearly a quarter of all Facebook engagement, a four-fold increase since January 2012.
Adobe claimed that marketers are beginning to take advantage of how valuable Facebook has become as a marketing channel and are beginning to implement social marketing into their overall digital marketing initiatives. David Karnstedt, senior vice president of Media and Advertising Solutions, Digital Marketing Business at Adobe, said “Mobile and social continue to play key roles in digital marketing growth. Smart marketers are activating this data; taking advantage of opportunities such as advertising on smartphones and tablets as well as capitalizing on Facebook’s platform changes to reach customers in a more personalized way.”
The study stated that mobile traffic is expected to maintain steady growth, which means marketers will need to tailor their sites and campaigns to mobile operating systems in order to reach clients and prospects. With the rate at which Facebook engagement is growing, marketers should be sure to incorporate social into their digital marketing campaigns.
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