Survey: Advertisers Are Ambivalent About Facebook
Only about one in 10 marketers believe that Facebook (NASDAQ:FB) is “critical” to their marketing efforts, according to a recent survey by Ad Age and RBC Capital Markets. While 83 percent of respondents answered that Facebook is a part of their company’s marketing tools and 95.7 percent said they planned to use Facebook in the next year, the study found that few believe the world’s largest social media network is a crucial aspect of their marketing efforts.
The majority of the survey’s respondents weren’t incredibly enthusiastic about Facebook’s importance to their advertising efforts, with 45.5 percent saying Facebook is a “Useful but still optional part of my strategy”; 43.8 percent said it’s a “Regular element of my strategy.”
Facebook’s presence on mobile was cited as an important reason to advertise on the site, with 33.1 percent saying it’s “very important” to market on Facebook’s mobile app and 41.4 percent saying that doing so is “somewhat important.” More than 45 percent of respondents said Facebook is a “Useful but still optional part of my strategy” when it comes to Facebook’s role in their overall marketing mix.