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Marketers Planning to Increase Social Investments for the Holidays

Posted on 9.23.2014

The 2014 holiday shopping season is already forecasted to surpass last year’s earnings, and new data shows that brands are planning on increasing their investment in social media as a way to drive sales.

In fact, data from marketing software platform Offerpop reveals that 67 percent of marketers are increasing their spending on social media this holiday season, with just 4 percent claiming that they will decrease spending. In addition, most brands will be putting their marketing dollars into Facebook, with the data finding that 92 percent of marketers plan to spend the majority of their holiday social marketing budget on Facebook.

It is also important to note that brands may want to spend more time on planning their Instagram strategies before the holiday season kicks off, as 73 percent of marketers polled identified Instagram as the breakout social network of 2014 for brands. That said, the data shows that marketers are not rushing to leverage untested networks, with 48 percent of marketers claiming that they do not plan on investing in emerging social networks like Snapchat and Swarm this holiday season.

“Offerpop’s survey data shows that social marketing is maturing rapidly, with a new focus on driving commerce and increasing investment in proven revenue channels like Facebook,” said Kevin Bobowski, vice president of marketing for Offerpop. “This holiday season, we’ll see marketers testing Facebook and Twitter’s new commerce capabilities and leveraging Instagram for holiday campaigns.”

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