En todo el mundo, aumenta la inversion publicitaria en los medios sociales

El aumento de los ingresos de las principales redes sociales están experimentando un crecimiento constante, incrementando así su cuota en el gasto total publicitario online.

Tan sólo en EE.UU las previsiones reflejan que durante el 2011, el 10,8% del total de gasto en publicidad online se destinará a los medios y redes sociales. Para el próximo año, este porcentaje podría aumentar hasta alcanzar el 12,1%.

Según los expertos, la integración de los medios de comunicación sociales como parte de las estrategias de marketing es una de las tendencias más destacadas de los nuevos tiempos, convirtiéndose así en uno de los objetivos preferentes de empresas, marcas y anunciantes.

A nivel mundial, las redes sociales también están aumentando su representación en este sentido. De los casi 69.000 millones de dólares que las empresas destinarán a sus estrategias de marketing y publicidad online durante el 2011, el 8,7 estará destinado a las redes sociales. Un porcentaje que aumentará hasta el 10,2% (79.000 millones de dólares) para el 2010.

A medio corto plazo y para el 2012, los mercados fuera de EE.UU representarán ya la mitad del gasto total sobre publicidad en este tipo de medios. Cambio que llegará en parte por un aumento de la presencia global y la mejor monetización de redes como Facebook en los mercados en desarrollo.

Otras redes sociales de países como Rusia, China o Japón, donde Facebook todavía no ha penetrado, también experimentarán un crecimiento del gasto publicitario por parte de las empresas y anunciantes.  Algunos de estos países como Japón y China, este crecimiento será especialmente destacado sobre todo en las redes sociales dentro del entorno móvil.

Los analistas coinciden en que el escepticismo de las empresas sobre la importancia de las redes sociales parece haber desvanecido, o al menos disminuido de forma crucial. Ahora las grandes marcas están asignando más que nunca una mayor parte de sus presupuestos a los medios sociales.

Sin embargo, los próximos retos dentro de este sector parece se orientan a mejorar la experiencia de las empresas y anunciantes a la hora de medir sus resultados y el ROI. Además, otra de los aspectos negativos que están detectándose en algunas de estas redes sociales como Facebook son los bajos CTR de los anuncios publicitarios.

Como comentábamos recientemente, mientras el promedio de clics (CTR) de los anuncios en Facebook fue del 0,051% durante 2010 o lo que es lo mismo un clic por cada 2.000 impresiones, el CTR de la industria tradicional es de 0,1%, un clic cada 1.000 impresiones.

 

Publicado en Puro Marketing, febrero 2011

4 comentarios
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