Connecting...

Coca-Cola and Nike lead social media marketing

News | Nike | Coca-cola | Behaviour

W1siziisijiwmtcvmdqvmjyvmtmvmzuvntkvndaxl2nhbnmty29rzs5qcgcixsxbinailcj0ahvtyiisijewmdb4ndawiyjdxq

Coca-Cola and Nike are leading the way in social media marketing, according to a study of behaviour and attitudes towards social media from the Internet Advertising Bureau (IAB).

Although IAB claims the discipline has a lot of growing up to do, the study revealed that some 20 per cent of industry respondents cited Coke as one of three brands “doing social particularly well”.

Coca-Cola was then closely followed by Nike (15 per cent) and Virgin at 12 per cent.   

Conducted on behalf of IAB by ICM, research found a big difference between agencies and brands. When assessing the most important factors in creating a social successful campaign, ‘budget’ led the way among agencies (14 per cent) compared to ‘engaging content’ among brands at 28 per cent - over twice that cited by agencies (13 per cent).

Alex Kozloff, IAB’s director of marketing and communications, said: “The study revealed the industry’s top four tips for succeeding in social are: being relevant, setting clear objectives early, being authentic and credible and being adaptable.

“The brands seen as leading the way, which are dominated by large multinationals, are signature exponents of these principles.”

A growing industry

The report reveals that 28 per cent of industry respondents still don’t believe social media plays an important role in the marketing function and a further 43 per cent of social campaigns integrated into the wider marketing function.

Research also found that half of brands never measure the Return On Investment (ROI) of social outreach, while only a quarter do so, some of the time. Yet when it comes to agencies, much less (18 per cent) are likely to never measure ROI, or only 35 per cent do so some of the time.

“Although the use of social has become more sophisticated, it still has a lot of growing up to do in convincing a significant part of the marketing industry that it has an important and beneficial role to play,” said Ms Kozloff.

“In terms of marketing disciplines, it’s still a teenager. However, with agencies expecting social budgets to rise 33 per cent and brands expecting a 21 per cent rise, it could enter adulthood within a couple of years,” she continued.

Social media objectives

ICM also found that, in regards to objectives, 79 per cent of respondents believe social campaigns are most likely to be seen as driving awareness, closely followed by brand engagement and web traffic, both at 75 per cent.

Some 70 per cent regarded social as a platform for driving click-throughs and for increasing sales (65 per cent).

Cited by 55 per cent, engagement was found to be the most used metric to measure the overall effectiveness of social campaigns, followed by traffic driven (52 per cent) and click throughs at 45 per cent.

Both lead generation and conversions were measured among 40 per cent of respondents.

IAB has claimed that 45 per cent of social budgets are now allocated to paid campaigns, with this expecting to grow as data increasingly drives activity, as has happened in other digital marketing disciplines.

 


Posted by Jon Aspinell on 13th January 2016

SHARE

RECENT CONTENT
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Software Developer (C#.Net)

South West London

£70,000

A market leading software company boasting some of the world's leading technology companies as customers is looking t...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Lead Systems Engineer

Woking

£85,000

A leading international business with a key office near Woking is seeking to add a very experienced Lead Systems Engi...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Senior Support Engineer

Twickenham

£30,000

A well-established IT company in the Twickenham area, whose core business is IT network infrastructure and desktop su...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmjavmjcvmtyvahixlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Payroll / HR Administrator

London

N/A

The Ashdown Group has been approached by a prestigious London attraction to assist them in their search for a Payroll...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Senior IT Systems Engineer

Surrey

£50,000

My client is a well-established Microsoft Gold Partner going through continued growth and expansion. This is an excel...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndkvmduvmta4l1cxc2laaulzswpjd01uy3znrfv2twpzdk1urxznakl2turndk9euxpmmezqwxkxdgfxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Purchase Ledger Clerk

West Drayton

£23,000

An urgent requirement has arisen within a well-established logistics company for a technically adept Purchase Ledger ...

READ MORE
W1siziisijiwmtcvmdcvmtqvmdkvntyvmtevnjm5l1dvcmsgagfyzgvymi1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

What to look for in the perfect application

There are few things more detrimental to a company than making the wrong hire for a critical role. A recent study by ...

READ STORY

W1siziisijiwmtcvmdcvmtavmtavndmvnduvnju2l1vudgl0bgvkms1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

How can you make your workplace more attractive to top talent?

Businesses are facing a challenge in trying to attract top talent to their workforces in the current economic climate...

READ STORY

W1siziisijiwmtcvmdcvmdqvmdcvntyvndkvmty1l0hpcmluzy1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Skills gap ‘costing UK businesses £2 billion a year’

The skills gap is costing UK businesses more than £2 billion a year in higher salaries, temporary staff and recruitme...

READ STORY

W1siziisijiwmtcvmdyvmjkvmtevmdmvntuvnjk4l1dob29wcy5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
News

UK businesses ‘making bad hires in two-fifths of roles’

UK businesses are failing to hire the right person for two out of every five vacancies, a new report from the Recruit...

READ STORY

W1siziisijiwmtcvmdyvmjkvmdgvmzkvmtgvmtqxl0nvbgxhyi1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

Should you be using social media in your recruitment strategy?

It has evolved into a particularly useful tool for companies looking to attract younger, tech-savvy candidates. Howev...

READ STORY

W1siziisijiwmtcvmdyvmjivmdkvmzmvmtuvodc3l1f1zwvucybtcgvly2gtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
News

Business responds to Queen’s Speech

This year’s Queen’s Speech follows a tumultuous period in British politics, with Article 50 being triggered and a sna...

READ STORY