Social marketing goes mainstream but management strategy remains elusive

New Chief Marketer report into social media strategies employed by marketing teams finds most investing in these channels, but technology and content planning adoption is still low

Social media marketing might have gone mainstream, but the adoption of management technology and content policy strategies to ensure its effectiveness remains niche, a new report reveals.

According to Chief Marketer’s 2013 Annual Social Marketing survey, 77 per cent of all respondents are integrating social into their own or client campaigns, and are either using, or plan to use, a wide variety of social tools to engage with customers and prospects such as coupons, exclusive discount offers that are easily shareable, and offers targeted to geo-social networks such as Foursquare.

The highest percentage of marketers (54 per cent) will spend up to 10 per cent of their marketing budget on social marketing this year, while 20 per cent plan to spend between 10 and 20 per cent. Facebook is the most popular channel, followed by Twitter, LinkedIn and video aggregation sites.

Top reasons cited for social spending are the chance to reach multiple touch points (87 per cent), reaching customers where they are spending time online (64 per cent), because customers expect brands to be there (55 per cent) and starting a conversation with customers and prospects (49 per cent).

Nearly half of all those surveyed are producing unique content as a reward for engaging with the brand, and 32 per cent are displaying ads in social networks.

Facebook ad spend up as marketers embrace favour platform over Twitter
Ads are on the way for Instagram users
How going local with social is pumping up community engagement for Goodlife Gyms

While there’s plenty of investment going on, social media management is still in its infancy. Social management software tools are currently only being used by 34 per cent of respondents, although 16 per cent do have plans to invest in tools such as HootSuite or Crowd Factory this year. However, 39 per cent said they had no plans to do so.

Social monitoring technology adoption was similar, with 24 per cent using tools such as Radian 6, and 16 per cent planning to implement these systems by the end of the year. Nearly half of respondents have no plans to do so this year.

When it comes to who is looking after social campaigning, 38 per cent said the marketing department has primary responsibility, while 22 per cent have specialist social media staff. Thirteen per cent share social activity across multiple departments.

In terms of scheduling, nearly one-third said posting happens irregularly without planning (29 per cent), while 25 per cent said a few individuals create and post content within a few days planning. Just 16 per cent said that multiple stakeholders in their organisation created a calendar at least one month ahead.

The Chief Marketer survey was conducted by email in August. The report is based on 1020 respondents, of which 45 per cent were B2B marketers, 21 per cent were B2C, and 34 per cent covered both.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Hey, With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you c...

Drishti Khurana

7 innovative brand chatbots

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in