Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

Social media ‘poor cousin’ for brand building and sales

February 21, 2011

Older digital marketing disciplines like Search Engine Optimisation (SEO), Pay-Per-Click advertising (PPC) and email marketing are still seen as more effective than social media for brand building and driving sales leads, according to new research.

The survey of over 100 marketers launched today by integrated communications agency, Rocket reveals that only 21% of the marketers surveyed rate social media as very effective for brand building, with even less – only 17% – rating it as very effective for driving sales leads.
In contrast, SEO (32%), PPC (28%) and email marketing (22%) are seen as very effective for brand building with PPC (33%), SEO (28%) and email marketing (21%) rated as most effective for driving sales.
However, this has not stopped the widespread adoption of social networks for a variety of marketing communications tasks:
• More than nine in ten (94 per cent) organisations are using social networks as part of their digital marketing strategy
• Nearly two thirds (63%) of respondents claim to use social media for brand building
• Nearly a third (32%) use it for prospecting
• 29% use social networks for keeping up with competitors
• 24% of respondents run internal communications through this channel
Facebook and LinkedIn were identified as the most widely used social networks, with 61% of respondents stating their organisation has a presence on one or both. Twitter isn’t far behind with 54% stating they have a company feed, whilst nearly a quarter (23%) have a presence on location-based social network, Foursquare.
“The Digital Disciplines Report suggests that, despite the increasing use of social media, many marketers still hold more faith with other longer-standing online marketing channels,” comments Pete Hendrick, Managing Director, Rocket. “However, with Facebook passing the 500 million user mark earlier this year and twitter announcing the launch of premium accounts, this coming year will surely only see more businesses adopt social media marketing and improve their effectiveness.”
The digital marketing industry is optimistic about the next 12 months, with three in five respondents (60%) expecting the recent public sector spending cuts to have no impact on revenues in 2011.
In the wake of this positivity:
• Many marketers expect social media to be the biggest investment area in the next year – 31% believe it will be the number one investment
• Online advertising is the second most popular choice for major investment , with 26% identifying as the main area of focus for budget
• This was followed by mobile marketing, which as the top area for marketing investment in 2011 by 19% of respondents
However, views on anticipated trends do not match budget investment expectations, as the research reveals that 35% of respondents identified mobile marketing as the biggest trend in 2011, with 29 per cent choosing social media.
Hendrick concludes, “Whether 2011 will be the year of mobile marketing or if social media becomes the biggest area for marketing investment remains to be seen. It is certain however, that as more and more organisations divert resource into running campaigns through these channels, marketers will need to be more creative and demonstrate better ROI from their future digital marketing campaigns.”
The Digital Disciplines Research surveyed 107 marketing professionals in October 2010.
www.rocketcomms.net

Uncategorized advertising, digital marketing, email, Facebook, marketing

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT