Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 3: Social Media

Primary Purpose of Social Ads by Campaign Type CHART 21

N = B2B (6**), B2C (12*), Split B2B/B2C (15*) *Small base **Very small base

Mostly or entirely B2B

Mostly or entirely B2C

Split between B2B and B2C

67%

50%

47%

33%

25%

16%

17%17%

13%

8%

7%

Other Purpose 0% 0%

0% 0%

0% 0% 0%

To Make a Direct Sale

To Generate Leads

To Increase Brand Awareness

To Engage Prospects

To Drive Traffic to Retail Locations

What is the primary purpose of your social media advertising campaigns?

Insight: Increasing brand awareness is a key purpose for all campaign types. Only for mixed B2B/B2C did lead generation register as a purpose, ranking first for this campaign type. Making a direct sale ranked second or third for all campaign types.

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