Senior marketing executives in several countries agree that the use of social media for corporate, brand and product marketing is not a passing fad – with nearly half saying it is a vital component – according to research sponsored by TNS media intelligence/Cymfony.
Some 49% of execs say social media should be monitored at the executive level and be allocated significant resources:
Among the highlights of the study:
Below, additional findings release by TNS media intelligence/Cymfony.
Influencing Consumers: Listen, then Act
The potential business impact of social media was similar from country to country, but the US has a stronger point of view on the value of market research in social media:
Respondents endorse the role that blogs and other social media channels play in an integrated product launch campaign:
‘Revolutionaries’ Pull Ahead of the ‘Wait-and-Sees’
Early adopters (“Revolutionaries”) are more advanced in their understanding and execution of social media marketing initiatives than more cautious marketers (“Wait-and-Sees”):
Asked about how they would use social media to influence their marketing initiatives…
The leading barriers to social media adoption were the lack of both senior management commitment and best practices, followed by the absence of controls, standardization, time and resources.
Respondents also criticized marketing service suppliers for not providing sufficient expertise to help businesses understand and exploit blogs and social networks.
They noted that many agencies lack practical experience in social media initiatives and tend to apply traditional tactics that may not be effective in this emerging media space.
About the research: In late 2007, TNS media intelligence/Cymfony, in coordination with TNS UK, TNS media intelligence France and TNS Canadian Facts, conducted a survey dubbed “Harnessing Influence: How Savvy Brands are Unleashing the New Power of Blogs and other Social Media.” Some 70+ marketers from leading companies around the globe were polled about their experiences incorporating all types of social media tools in their marketing strategies. Represented countries include the United States, Canada, the United Kingdom and France.
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