Click Fraud Protection

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

C# Developer - London - £400 p/d - 3 ...

City of London, London

£350 - £400 per day

C# Developer - City of London - 3 month contract - £400 per day - with possible extension (C#, VB.Net, SQL) A highly ...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

IT Project Manager

London

£50,000

A prestigious and long established organisation is looking for a proven IT Project Manager to join their small IT tea...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Senior Systems Engineer

London

£55,000

A prestigious and long established organisation is looking for an experienced and articulate Senior Systems Engineer ...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Healthcare Marketing Manager

Maidenhead

£55,000 per annum + car allowance & bonus

A reputable, global organisation with strong food & nutrition healthcare interests are seeking a results-driven Marke...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Events Executive

Greenford

£26,000

A fantastic opportunity has arisen for a bright and organised Events Executive to join the Marketing team of a well-k...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Marketing Executive

Wokingham

£27,000

A Marketing Executive is required by a very successful Wokingham based enterprise that has been established for over ...

READ MORE
W1siziisijiwmtcvmdkvmtgvmtyvmdgvndqvmjg5l0v4zwn1dgl2ztmtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Insight

Is faster better?

‘Hire slow, fire fast’ - it’s an old business adage that continues to hold traction today. But in today’s hiring envi...

READ STORY

W1siziisijiwmtcvmdkvmtqvmdgvndkvmdmvntiwl0xpz2h0cy1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Unemployment falls to 4.3 per cent

Unemployment in the UK fell to 4.3 per cent between February to April 2017 and May to July 2017, the lowest since 197...

READ STORY

W1siziisijiwmtcvmdkvmtivmdcvntgvmjuvntkyl01hcmtldgluzy1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

Keeping candidates engaged during the recruitment process

The relationship between a hiring team and a candidate can be a highly fruitful one, if it has been cultivated proper...

READ STORY

W1siziisijiwmtcvmdgvmzevmdgvmtivmtgvnjmyl21pbmr0agvnyxatbwlulnbuzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
News

UK companies to publish pay ratios between CEOs and workers

Companies publicly listed in the UK are going to be expected to make public how much their chief executives are paid,...

READ STORY

W1siziisijiwmtcvmdgvmzevmdgvmdkvmjgvmzkxl2hpcmluzy1taw4gkdeplnbuzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Advice

Are internal candidates a safer bet than external candidates?

When you need to recruit for a vacancy in your firm, you’re faced with two choices: hiring externally or promoting in...

READ STORY

W1siziisijiwmtcvmdgvmjkvmdkvmtivndevnzgzl1nob2vzlw1pbi5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Insight

Does it pay to recruit with diversity in mind?

Is diversity a significant aspect of your recruitment strategy? If not, you may be hindering your company’s future pr...

READ STORY