Most Brand Marketers Investing in Social Media Programs
Sixty-three percent of brand marketers and ad agency executives surveyed on behalf of the Pivot Conference have already implemented social media marketing programs, and 87 percent plan to increase that investment in the next 12 months, according to the recently published survey. Of the 37 percent of marketers not currently investing in social media, 62 percent plan to invest within one year, the survey found.
The Pivot Conference, taking place in New York City this fall, is a marketing conference focused on the 18-34 year-old-demographic, namely their attitudes, technologies and preferences. The online survey was conducted by Extra Mile Media Services between June 29 and July 30.
Based on measurement, analysis and goals for their programs, 89 percent of those surveyed said their social media marketing programs have been successful. Of that segment, 30 percent went even further to say that their programs have been very successful — e.g., generated more sales or improved customer relations. Eleven percent of the marketers surveyed, however, said they were unable to tell whether their programs were successful.
Despite the relatively low cost to implement social media programs, 74 percent of respondents said that less than 20 percent of their online marketing resources, including budget and staff to manage them, were devoted to social media programs. Eighty-seven percent, however, stated they plan to increase their investment in social media marketing programs in the next 12 months.
The report found that the most popular internet/mobile platforms marketers currently use include:
- search engines (89 percent);
- social media sites (84 percent); and
- microblogging/presence applications (72 percent).
And the emerging platforms in which marketers are planning to increase investment include the following:
- mobile apps (39 percent currently using, 42 percent plan to use);
- location-based services (23 percent currently using, 35 percent plan to use); and
- in-game advertising (5 percent currently using, 23 percent plan to use).