SMB Marketers Favor Facebook Over Search For Holiday Season Campaigns

Despite all the negative publicity of fake news serving up in social sites, Facebook has managed to remain in the good graces of many marketers during the holiday season. One study cites the social site as the favourite media in which to run campaign ads. Findings released Wednesday show that 33% of marketers at small to mid-sized businesses cite Facebook as the primary digital marketing channel they use to promote or increase holiday sales. Some 17% of SMBs name their Web site; 11%, email; 8%, YouTube; and 7%, paid search, according to the Get Response study of 200 SMBs released Wednesday. The commissioned study examined digital marketing strategies among U.S.-based SMBs during the 2016 holiday season. Conducted between November 28 and December 1, 2016, the study focused on identifying the most popular holiday marketing channels and how they are used, as well as the most prevalent campaign challenges that SMBs must navigate.