Marketers Love Facebook, But Don't Want to Advertise There [STUDY]

Mashable
Marketers Love Facebook, But Don't Want to Advertise There [STUDY]
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Although many marketers are investing in , a significant percentage indicated in a recent survey that Facebook ads are not an essential part of that strategy.

Of the 658 self-identified marketers, agency executives, media executives and marketing consultants in , nearly 86% indicated that Facebook is part of their marketing mix. However, only 55% said they advertise on Facebook, and 86% said they would produce Facebook content without buying any ads on the platform.

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Those findings reflect the sentiments of we've spoken to, who have found that advertising on Facebook can accelerate the growth of their respective fan bases, but is not essential for doing so. General Motors, for example, is on generating content for Facebook annually, none of which, going forward, the automaker plans to spend on advertising on the platform.

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General Motors is the exception, however, and not the rule. Collectively, Facebook's ad revenues are expected to grow substantially over the coming years, , according to eMarketer's estimates. Some of that growth may come from mobile: Early data about Facebook's new mobile ad products suggest that they are per impression than their desktop counterparts.

Among the other findings from the survey: Forty-seven percent said that digital made up less than 20% of their ad budgets, but 77% said that they expected those budgets to increase this year. Social media spending is also relatively modest -- for about half of respondents, it's less than 10% of their total budget -- but the vast majority (73%) also expect that figure to grow this year. Interestingly, though 73% said they expected their social media advertising spend to increase, only 56.6% said they expect to spend more on Facebook.

This story originally published on Mashable .

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