9 Out of 10 Brand Marketers Say Social Media Campaigns Successful
By Anna Johnson on September 14th, 2010Almost 9 out of 10 (89 percent) of the 137 brand marketers and ad agency professionals recently surveyed for the Pivot Conference said their social media marketing programs had been successful.
Such campaigns either generated more sales or improved customer relations. Only 11 percent of those surveyed were unable to tell whether or not their programs were successful.
Of the marketers surveyed in July 2010 for the Pivot Conference, 63 percent had already implemented social media marketing programs, and 87 percent of these planned to increase that investment in the next 12 months. Of the 37 percent of marketers not already investing in social media, 62 percent intended to invest within one year.
Whilst most of the marketers in the study planned to invest more in social media marketing, they didn’t regard it as a major expense. Three quarters (74 percent) said they devoted less than 20 percent of their online marketing resources – including budget and staff to manage those resources – to social media programs.
How were these brand marketers and ad agencies seeking to harness social media?
Just over half of the marketers surveyed (57 percent) were seeking active engagement with customers using social media platforms. Another 30 percent were exploring customer involvement with caution or had not yet formalized how to engage with those customers using social media.
The most popular Internet/mobile platforms that the marketers were currently using included search engines (used by 89 percent), social media sites (used by 84 percent) and micro-blogging/presence applications such as Twitter (used by 72 percent).
Emerging platforms in which the marketers were planning to increase investment included mobile apps – used by 39 percent, with 42 percent planning to use; location-based services – used by 23 percent, with 35 percent planning to use; and in-game advertising – used by 5 percent, with 23 percent planning to use.
September 15th, 2010 at 9:28 am
Those are some impressive stats of success. I’m glad to see that companies of all sizes are realizing the benefits of using social media marketing in their marketing plans. I think the use of social media marketing will only increase as more and more start to see the positive results, not only in more sales, but also, and just as important, in customer service and satisfaction. Great article.
September 15th, 2010 at 7:17 pm
I agree Ron. And I think you say it best on the home page of your website: the social media revolution is here to stay. We either get on board and make the most of it… or watch our competitors do so!