Social ads bypass many
Brands that rely too heavily on social media advertising are likely to miss a large portion of potential customers.
Facebook may be the dominant social media platform, but one in four, or 4.8 million consumers, did not use Facebook over a four week period, according to emma.
Instagram was ignored by 13.2 million shoppers, LinkedIn failed to interest 14.6 million consumers and Twitter was overlooked by 14.4 million of the population.
Even the combined footprint of Facebook, Twitter, Instagram and LinkedIn still misses 4.2 million Australians over a four week period.
Incorporating newspaper media advertising in the marketing mix allows brands to reach the considerable number of consumers uninterested in social networking.
Of the 4.2 million Australians who don’t use social media, 3.7 million read newspaper content in print or online over the last four weeks.