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

LATEST JOBS
W1siziisijiwmtcvmdcvmtavmtavndkvmduvmta4l1cxc2laaulzswpjd01uy3znrfv2twpzdk1urxznakl2turndk9euxpmmezqwxkxdgfxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Client Services Manager (Real Estate)

London, England

Up to £75000 per annum + excellent bens inc. bonus

A market leading Private Equity/Real Estate fund administration company based in central London is seeking a Client S...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Network and Security Engineer

City of London, London

£35000 - £45000 per annum + good benefits

A successful and growing media company is seeking a Network Infrastructure and Security Engineer. This role is a key ...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavntavmdavnde5l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznemd2tkrzdk1qttjmmjfoy21zeuxtlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

PA

Wembley

£28,000

Do you have great administrative and organisational skills and are interested in building your career as a PA? This s...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

ASP.Net MVC Full-Stack Web Developer ...

City of London, London

Up to £65000 per annum + bonus, 25 days holiday, PMI, Gym

Full-Stack Web Developer - Financial Services A large and well established financial services company is looking for ...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Software Development Manager - Warrin...

Warrington, Cheshire

£40000 - £50000 per annum + benefits

Software Development Manager / Development Team Manager - Warrington The Ashdown Group has been selected to assist a ...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmjavmjcvmtyvahixlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Head of HR

Guildford, Surrey

£60,000 - £70,000

A successful business with an ambitious growth plan are now looking for a commercially driven HR professional to head...

READ MORE
W1siziisijiwmtgvmdqvmtgvmtmvmjmvnduvnza0l1jlbw90zs1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

How can you ensure cohesive communication with a team of remote workers?

Remote working is becoming increasingly adopted by organisations across the globe - whether that takes the form of an...

READ STORY

W1siziisijiwmtgvmdevmjqvmdgvntkvmtavndyyl2ltywdlmtqtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Insight

Can HR tech ease workplace conflict?

Workplace conflict is mostly unavoidable - particularly when businesses hire strong-minded talent with big ideas. Ego...

READ STORY

W1siziisijiwmtgvmdevmtyvmdgvntcvmzcvmtk5l1dlbgwxyi1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

What to prioritise in your employee experience

The candidate experience has long been valued by employers looking to attract fresh talent. Now, however, companies a...

READ STORY

W1siziisijiwmtgvmdevmtavmtyvmdavntmvmtyzl0ltywdlntatbwluicgxks5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Insight

What can HR expect in 2018?

HR departments are set to face many new challenges in 2018, from the technological to the traditional. Among the most...

READ STORY

W1siziisijiwmtcvmtevmjgvmtcvmdevndqvnzivaw1hz2uyni1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

From communication to drive: The importance of soft skills

Soft skills are often difficult to quantify, yet they can become an absolute necessity for your business to reach its...

READ STORY

W1siziisijiwmtcvmtevmdgvmtavntqvmzivotuvaw1hz2uxns1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Only one in three workers say their employers offer training

Just one-third of workers report that their employer offers regular training opportunities, a new poll by the Trades ...

READ STORY