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
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