San Jose, Calif. -- Facebook brand engagement has risen 896% on a year-over-year basis, according to a new study from Adobe Systems Inc., with mobile users accounting for nearly one-quarter of all engagement.
Engagement on Facebook is expected to surge in the fourth quarter, Adobe's Digital Index for third quarter 2012 points out, as brands continue to invest in social marketing and take advantage of the latest Facebook platform changes (e.g., Timeline) to target consumers.
“Mobile and social continue to play key roles in digital marketing growth,” said David Karnstedt, SVP, media and advertising solutions, digital marketing business, Adobe. “Smart marketers are activating this data; taking advantage of opportunities such as advertising on smartphones and tablets as well as capitalizing on Facebook's platform changes to reach customers in a more personalized way. By strategically adding these elements, marketers exponentially increase their overall ROI and can then accurately attribute value to each channel.”
Based on its findings:
Adobe's Digital Index report is a quarterly report that analyzes user and advertiser behavior over the year. Adobe uses data collected from its Adobe AdLens and Adobe Social solutions. The company reports that its data comes from 260 billion impressions for 338 companies.