GISuser.com

GIS and Technology news for mapping professionals

  • PRESS
    • Submit PR
    • Top Press
    • Business
    • Software
    • Hardware
    • UAV News
    • Mobile Technology
  • FEATURES
    • Around the Web
    • Social Media Features
    • EXPERTS & Guests
    • Tips
    • Infographics
  • Events
  • CAREERS
  • Advertise
    • Advertise
  • Blog
  • Shop
  • Tradepubs
You are here: Home / News / Twitter, Geo Social and Social Media / Study Shows Marketers Plan to Spend More on Social Media Programs

Study Shows Marketers Plan to Spend More on Social Media Programs

August 30, 2010 By Editor

More Than 87% Will Increase Investment in the Next 12 Months

NEW YORK, Aug. 24– The Pivot Conference today released findings from its survey of 137 brand marketers and ad agency professionals that point to a significant investment in social media marketing programs in the next 12 months. Of the marketers surveyed, about two-thirds (63%) have already implemented social media marketing programs, and 87% plan to increase that investment in the next 12 months. Of the 37% of marketers that are not currently investing in social media, 62% plan to invest within one year.

Based on measurement, analysis and goals for their programs, 89% of those surveyed said their social media marketing programs have been successful, and of that, 30% cited that programs were very successful, e.g. generated more sales or improved customer relations. On the other hand, 11% of the marketers surveyed said they were unable to tell whether their programs were successful.

"While the technology and tools are there, social media is still uncharted territory for many marketers," says Chris Shipley, executive producer of Pivot Conference. "The survey results indicate that they are planning to spend money but are still looking for guidance on how to spend their budgets, how to track ROI and the best ways to engage with key customers."

Social Media Marketing Is a Small Portion of Total Budget But Spending Is Likely to Increase

Despite the relatively low cost to implement social media programs, 74% of marketers surveyed said that less than 20% of their online marketing resources, including budget and staff to manage them, were devoted to social media programs. And yet, 87% stated plans to increase their investment in social media marketing programs in the next 12 months.

Who Is the Target Customer?

75% of the marketers surveyed are targeting the "always-on" consumer, described as "hyper-connected" because of their frequency of engagement with the Internet and mobile devices.

  —  36% stated that the demographic is a primary target, and 39% stated it
      as a secondary target.
  —  Survey respondents believe that 50% or more of 18-34 year old
      consumers are "always-on."

When asked their opinions about "always-on," 18-34 year old consumers, the majority of surveyed marketers agreed:

  —  When marketing programs are formatted and delivered in a way 18-34
      year olds find engaging, they are susceptible to branding or
      re-branding. (71%)
  —  Their attention span for marketing/advertising is shorter than
      previous generations. (70%)
  —  They often have different motivations than previous generations, such
      as green or socially conscious interests. (67%)
  —  They have the potential to be more influential than consumers who are
      not always-on. (62%)

The study indicated that just over half of the marketers surveyed (57%) are seeking active engagement with customers using social media platforms. Another 30% are exploring customer involvement with caution or have not yet formalized how to engage with those customers using social media.

Where Customers Go, Marketers Follow

In keeping with the online habits of 18-34 year old consumers, the most popular Internet/mobile platforms that marketers are currently using include:

  —  Search engines (i.e. Google) – 89% using
  —  Social media sites (i.e. Facebook) – 84% using
  —  Micro-blogging/presence applications (i.e. Twitter) – 72% using

Emerging platforms in which marketers are planning to increase investment include:

  —  Mobile apps (i.e. iPhone) – 39% currently using; 42% plan to use
  —  Location-based services (i.e. foursquare) – 23% currently using; 35%
      plan to use
  —  In-game advertising (i.e. FarmVille) – 5% currently using; 23% plan to
      use

  Methodology

The online survey was conducted by Extra Mile Audience Research on behalf of the Pivot Conference between June 29 and July 30, 2010. The invitation to participate in this online survey was sent to corporate marketers and ad agency professionals via email and through social media channels. 137 responded to the survey.

To request a copy of the report, please visit: https://pivotcon.wufoo.com/forms/pivot-survey-request-form/

About the Pivot Conference

The Pivot Conference, taking place October 17 – 20 in New York, is a new kind of marketing conference singularly focused on the 18-34 year old demographic: their attitudes, technologies and preferences. Pivot is the first and only conference where brand marketers can go to gain essential confidence in their power to inhabit the culture, conventions and conversations of today’s young consumers. Sponsors of Pivot Conference include Automattic, Geeknet, Glam Media, Ooyala, VideoEgg, Yahoo!.

Source: Pivot Conference 

Related Articles on GISuser:

  • GaugeMap Brings River Data to Life for the First Time via TwitterGaugeMap Brings River Data to Life for the First Time via Twitter
  • SolCalendar 1.5 Beta Kicks Off July 8, To-do and Map Features AnnouncedSolCalendar 1.5 Beta Kicks Off July 8, To-do and Map Features Announced
  • CartoDB lets you visualize Tweets about your event or brand in an interactive mapCartoDB lets you visualize Tweets about your event or brand in an interactive map
  • Nearly 90% of Very Small Businesses are on Social MediaNearly 90% of Very Small Businesses are on Social Media
  • Facebook 11.0 For iOS Peddles Location Sharing With Nearby Friends Search And InvitesFacebook 11.0 For iOS Peddles Location Sharing With Nearby Friends Search And Invites
  • Echosec Social Media Map Search Introduces Pro Offering With Echosec LiveEchosec Social Media Map Search Introduces Pro Offering With Echosec Live

Filed Under: Twitter, Geo Social and Social Media Tagged With: Geo Social and Social Media, News, Study Shows Marketers Plan to Spend More on Social Media Programs, Twitter






Editor’s Picks

Oil and Water: Mapping the South China Sea

Feature – Oil and Water: Mapping the South China Sea

Leica RCD30: Better Resolution with More Details for 3D City Modeling

Global Mapper 17.2 Released with New Map Book Creation Tool and Cutaway Terrain View

Reading – Reduce Your Open Source Security Risk

See More Editor's Picks...

About Editor

Glenn is a geographer and a GIS professional with over 20 years experience in the industry. He's the co-founder of GISuser and several other technology web publications.

Feed

  • RSS


GIS jobs


Recent Features

Digitalization and Simulation at the North Pole

Natural Gas District & GIS-Centric Asset Management

5 Ways Technology Is Affecting The Sharing Economy

Spotlight – Township Canada: Explore Canadian Legal Land Descriptions on a Map

GeoGeeksinCars – The one in “Tippy” the right-hand drive Mitsubishi, at DevSummit

More Posts from this Category

Categories

Recent Posts

  • A treadmill is one of the most popular fitness equipment
  • 3 Things to Help You Become a Software Engineer
  • Esri Announces Winners of the 2022 ArcGIS Online Competition
  • KBC WhatsApp Lottery Winner 2022 List – KBC Head Office Number +19188444477 – KBC Sim Card Lucky Draw 2022
  • Animation explainer for a trading application

RSS Career Tips

  • Four Characteristics of the Best Virtual Employees
  • 8 Questions Employers Should Ask About Coronavirus
  • Jobcase Launches Free Unemployment Resource Center for Workers Impacted by COVID-19
  • Must-Have Gadgets and Technology for the Remote Office Worker
  • Must-Have Gadgets and Technology for the Remote Office Worker


shop for geogeek swag

RSS Tech pubs

  • Top Tips and Tricks: Windows 11
  • The 2022 State of the Data Center Report
  • What is Network Security?

RSS Computers

  • The Essentials of Information Security Kit: Includes a Free PC Security Handbook - 2nd Edition eBook
  • The Idiot's Ultimate Guide to Build Your Own PC
  • Windows... On Speed

RSS HR Tips

  • Measuring and Managing Employee Experience
  • At Work: The 2022 Workplace Trends Report
  • The 2022 Guide To Creating A Great Visitor Experience

RSS Gov Tech

  • The Bipartisan Infrastructure Bill: How you can win more bids
  • How Connected Vehicle Data Can Transform Public Sector Decision-Making
  • Getting started with personalization at scale

RSS UAV news

  • Draganfly Deploys Versatile Situational Assessment Drones to Ukraine
  • Ocean Specialists Inc. Launches “USVs as a Service” Business Line
  • UAS Drone Subsidiary, Duke Robotics’, Sniper Drone showcased at a leading International Airshow in the Asia Pacific Region

RSS Geojobs

  • IT Endpoint Lead
Copyright Spatial Media LLC 2003 - 2015